マス・コミュニケーション研究
Online ISSN : 2432-0838
Print ISSN : 1341-1306
ISSN-L : 1341-1306
■ 特集 格差社会における人々の意識とテレビの立ち位置の変化―テレビの信頼の揺らぎの構造分析と対策
デジタル時代の新聞社
読者を知り,自らを変える
藤谷 健
著者情報
ジャーナル フリー

2020 年 96 巻 p. 47-60

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抄録

 Recent years have seen the emergence and continued evolution of an

unprecedented landscape of digital media products and platforms, mobile

devices, and distribution and consumption patterns. Triggered and accelerated

by digital innovation, these changes have given rise to new challenges for legacy media organizations, such as newspaper publishers. A transformation of the

newsroom has been underway in major publishers around the world. The Asahi

Shimbun, the second largest national daily in Japan, is no exception. This paper

is in the process of transforming itself into an integrated news organization( i.e.,

one that publishes in both digital and print formats). Reporters and editors are

expected to adapt their mindset and workflow and adopt new skills and roles in

line with audience-first journalism. Given this, we have set three goals: ⑴ to

serve targeted audiences with targeted content; ⑵ to publish on the platforms

used by the target audience; and ⑶ to produce and publish continuously to

meet audience needs. This requires a deeper, broader understanding of the target

audience, so the paper has developed Hotaru, a new editorial analytics dashboard

for the newsroom in 2016. An abbreviation of “in-HOuse Tool for Analyzing

and Reporting Users’ Activities,” Hotaru provides reporters and editors

with access to a rich source of real-time data, thereby helping them to develop

a better understanding of the impact of stories and the importance of audience

engagement. This new habit of looking at data is clearly helping to encourage

editorial experiments in the newsroom. For instance, if journalists want to

reach out to mothers for stories on parenting, they can strategically use LINE,

a messaging app that is popular among mothers. In this case, such stories are

shared and spread effectively through the mothers’ networks. In another successful

case, a reporter can, based on single coverage, file two types of stories

to meet the needs of two different target audience groups.

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© 2020 日本マス・コミュニケーション学会
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