Journalistic YouTubers and Their Role Orientations, Strategies, and Professionalization Tendencies

Abstract

By focusing on journalistic YouTubers, this interview study investigates journalism on social media and how new digital actors on the periphery of journalism complement or compete with newsroom journalism. More specifically, the study examines journalistic YouTubers’ motivations and role orientations, work process perceptions in relation to network media logic and the modernization of journalism, and professionalization experiences on YouTube. Interviews with 16 journalistic YouTubers in Germany within and without the public broadcasting network funk reveal that most interviewees perceive themselves as journalistic actors to some extent. They identify the most with monitorial role orientations, striving to disseminate information, contribute to opinion formation, and enhance public participation. Moreover, they believe that their work contributes to the modernization of journalism by pushing journalism towards younger target groups, entertaining presentation styles, and a strong focus on audience interactions. Finally, funk YouTubers are incorporated into professional editorial structures and must follow qualitative and quantitative success criteria. In sum, our findings reveal a normalized revolution” (Klotz, R. J. 2019. “Deleveraging Creative Capital: A Decade of YouTube Campaigning.” International Journal of E-Politics 10 (1): 1–11): while public broadcasters benefit from young YouTubers acting as a gateway to a younger audience, the YouTubers integrated in the funk network profit from the resources and professional standards of media organizations.