Infotainment as a hybrid of information and entertainment: a conceptual analysis

Purpose To elaborate the nature of infotainment as a mediating concept between information and entertainment by analysing how the concept of infotainment is approached in diverse domains such as communication research. Design/methodology/approach Conceptual analysis was conducted by focussing on 41 key studies on the topic. First, it was examined how researchers have approached the relationships between informational and entertaining elements of infotainment. Thereafter, attention was directed to the ways in which people make use of infotainment. The conceptual analysis is based on the comparison of the similarities and differences between the characterizations of the above issues. Findings Early studies characterized infotainment in terms of soft news which is distinct from hard news offering factual information. Later investigations offer a more nuanced picture by approaching infotainment as phenomenon with diverse dimensions depicting the topics, focus and presentation style. Studies on the use of infotainment offer contradictory evidence of the extent to which infotaining programmes can increase people's interest in social, political and health issues, for example. Research limitations/implications As the study concentrates on the analysis of an individual concept, that is, infotainment, the findings cannot be generalized to concern the ways in which informational and entertaining phenomena are related as a whole. Originality/value By elaborating the conceptual nature of infotainment, the study contributes to information behaviour research by refining the picture of the relationships between information and entertainment.