Interacting with Audiences

Drawing on open-ended responses to a representative survey of US journalists, this article examines how journalists’ role conceptions may be associated with distinct perceptions of and practices toward audiences, whether online or offline. In particular, this research considers the potential for more reciprocal, or mutually beneficial, interactions between journalists and audiences. Using exploratory factor analysis and normalized index scores, journalists are characterized within four role conceptions. Results show that Populist Mobilizer and Entertainment roles are more associated with digital audience engagement, while Loyal Support and Public Service roles better characterize offline interactions. Findings point to a need for better explanations of how journalists’ role conceptions connect with their engaging (or not) in more purposeful, persistent and reciprocal interactions with audiences.