The Media Landscape under Threat: Navigating the Need for Change by Applying an Anthropological Approach

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MARIA EITZINGER
Danish School of Media and Journalism and University of Copenhagen

While newspaper subscriptions are plummeting and advertising revenues move from content providers to search engines, media houses struggle to adapt and to build new capabilities in order to adapt to emerging consumer practices. Drawing on an on-going research with regional media houses and with news-consuming young families with kids in the countryside of Denmark, I investigate the perception of local media within the broader spectrum of news consumption. How is the term ‘news’ understood? How does materiality play into this understanding? And how is the newspaper production reproducing contested meanings of “news”?

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