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TITLE

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CERTIFICATE OF AUTHORIZATION

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DECLARATION

I, Bhumika Manglani, student of BIMHRD-Balaji Institute of Management & Human Resource


Development, Pune hereby declare that Project entitled “Influence of Social Media in the Growth
of Newspaper Industry” for Editorji Technologies Private Limited was carried out by me in the
partial fulfillment of PGDM Program.

I declare that the work submitted here is done by me and to the best of my knowledge; no such
work has been submitted by any other person for the award of this degree.

I also declare that all the information collected from primary and secondary sources had been
duly acknowledged in this project report and All the findings and analysis in this project report
are true, authentic and impartial.

Date: 30 June, 2019 Bhumika Manglani

Place: Delhi HRD1815142(PGDM-Marketing)

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ACKNOWLEDGEMENTS

It gives me immense pleasure to express my deep sense of Gratitude and Indebtedness to


Editorji Technologies Private Limited, Delhi for allowing me to undergo this Summer Project
Program in their reputed organization. The internship opportunity I had with Editorji
Technologies Private Limited, Delhi was a great chance for learning and professional
development. Therefore, I consider myself as a very lucky individual as I was provided with an
opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me through this internship period.

I owe a great debt to my mentor Ms. Rachita Bhatnagar who in spite of her pressing duties and
responsibilities has shown a genuine interest in providing necessary guidance regarding concept
of the project and rendered support at all stages of this project.

I would alsoliketoexpress my deepestthanks tomyCollegeDirectorDr. G. Gopalakrishnan


(Director-BIMHRD) andinternalfacultiesfor givingus this opportunitytogetthefirst corporate
exposureandsupportingusthroughoutthis journey. At lastI wouldlike toacknowledge thesupport
andencouragementrenderedby our friends andfamily.

Sincerely,
Bhumika Manglani
Date: 30/06/2019

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TABLE OF CONTENTS
PARTICULARS PAGE NO.

CHAPTER 1. EXECUTIVE SUMMARY

CHAPTER 2. CONTEXTUAL BACKGROUND


(a) Industry Scenario
(b) Competitor Analysis
(c) Market Platform
(d) Company Profile
(e) Role in Company
CHAPTER 3. RESEARCH PROBLEM

CHAPTER 4. OBJECTIVES

CHAPTER 5. HYPOTHESIS

CHAPTER 6. LITERATURE REVIEW

CHAPTER 7. RESEARCH METHODOLOGY/DESIGN

(a) Research Type


(b) Sample Size
(c) Sampling Method
(d) Questionnaire/Interview Format & Logic
(e) Data Collection Method
CHAPTER 8. DATA ANALYSIS

CHAPTER 9. FINDINGS & INTERPRETATION

CHAPTER 9. RECOMMENDATION(S)

CHAPTER 10. LIMITATION(S)

CHAPTER 11. FUTURE SCOPE OF TOPIC

CHAPTER 12. CONCLUSION

CHAPTER 13. REFERENCES/SOURCES

CHAPTER 14. APPENDIX

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CHAPTER-1
EXECUTIVE SUMMARY

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With the sudden increase in social media technologies in last few years, the nature of News
media has been significantly influenced. Due to added value of social media traditional news
media have consciously embraced this technology for delivering and promoting their work.

Enormous literature is available on impact of social media to news media industry leading to
various perspectives. Yet least qualitative studies are available on the perception of news
industry on their interaction with social media. The study is an attempt in this direction to find
out the professional impact of social media and the active role being played by the news industry
to embrace the technology. It also attempts to find an answer to that whether the advancement of
social media technologies in news media industry is interference or professional advancement.

Social network sites are becoming essential to how people experience news. The social
mediafeed is made up of a mixture of private and public postings, and news is intertwined with
allsorts of activities. What people are exposed to partly depends on the behaviour of their
fellownetworkers. Drawing on theories of opinion leaders and the concept of incidental news
consumption, this article examines news-gathering on social media using a combination of
representative survey data and qualitative interviews with young people aged 16–19. Regression
analysis of the survey data reveals the primary factor explaining use of news on social mediais
the habit of using online news services. Interest in news and age also contribute to this
phenomenon. The qualitative study reveals that interviewees’ news consumption through
socialnetworks is frequent. While incidental, they nonetheless seem to count on being
informedthrough this medium. There is a widespread presence of opinion leaders in the
respondents’social media feeds, bringing attention to news they otherwise would have missed,
and just asimportant, delivering interpretation and context. The study also indicates that these
opinionleaders are perceived as central or even crucial to the news-gathering process.

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CHAPTER-2

CONTEXTUAL BACKGROUND

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(A) INDUSTRY SCENARIO :
The days in which “Extra! Extra! Read all about it!” was shouted on street corners to eager news
consumers seem to be long gone. An increasing portion of the population is turning away from
traditional news sources, such as radio and newspapers, and relying on the internet to keep up-to-
date with what is going on around the world. Around 44 percent of U.S. consumers cited some
sort of online publication as their main source of news in 2017, and although digital newspapers
and websites have experienced growing popularity in recent years, perhaps the most widespread
source of online news is social media platforms. While the popular mediums through which
people consume their news are changing, so are the levels of trust that citizens have in the news
they receive.

Book store and news dealer sales have plummeted over the past decade, and newspaper publisher
revenues have followed a similar trend. Although newspaper brands are some of the oldest and
most well-established sources of information in the U.S., they simply haven’t adapted quickly
enough to keep their consumers in the new digital age. Around 85 percent of U.S. based
consumers use their cell phone to access the news these days, and young people increasingly rely
on online sources and face-to-face discussions with peers. Young people are also becoming less
and less interested in local news, and news pertaining to specific towns or neighborhoods is
among the least followed topics overall.

As traditional news sources experience decline, social media has been quick to pick up the slack
and is becoming a particularly common news source among America’s youth, in fact, 89% of
college students use social media to access news on a weekly basis. Facebook is the leading
social network in terms of news content, with 48 percent of consumers using it on a weekly
basis. Although the advantages of social media as a news source are numerous, the disadvantages
seem to be primarily related to trust and accuracy. A massive portion of U.S. consumers state
that they believe that over 76% of social media based news is biased, and large portions also
seem to doubt its level of accuracy in general.

Although social media may make the issue worse, doubts over bias and trustworthiness aren’t
specific to online news sources. Only 34 percent of Americans state that they trust the news
media as a whole, which is one of the lowest percentages in the world. On the bright side,
significant portions of the population remain relatively trusting of broadcast TV news and print
newspapers, especially when compared to their level of trust in social media platforms. For good
or for bad, around 76 percent of U.S. consumers remain at least somewhat confident in their
ability to distinguish between real and fake news.

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The current state of the news industry in the U.S. is best described by one word: transition. With
the massive technological changes seen in the past decade, people are still adapting to new
sources of news and being forced to alter their perceptions of the accuracy of the news they read.

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(B) COMPETITORS FOR COMPANY ON SOCIAL MEDIA

 On Facebook:
 On Twitter:
 On Instagram:
 On Youtube:

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( C) MARKET PLATFORM STUDIED

Social media has increasingly gained popularity in recent years. One of the most important
driving forces behind this trending phenomenon is that information technology development has
made it very easy for people to participate in the creation and consumption of news content in
the online environment. Compared with traditional media, social media exhibits two key
differences. First, More people, especially normal people like you and me, who are content
readers in traditional media, become content publishers in social media; Second,
communications in social media are often interactive dialogues, so there is a social aspect among
the two-way conversations happening in social media. The implications of the fundamental
changes that social media have brought about cannot be overstated. In addition to the vast
adoption of social media by individuals, business use of social media also contributes to the
transformation of various industries such as music, financial services, fundraising, tourism,
fashion, and so on. All of these happen because companies follow where consumers are going.
This dissertation attempts to of various industries such as music, financial services, fundraising,
tourism, fashion, and so on. All of these happen because companies follow where consumers are
going. This dissertation attempts

News articles are extremely time sensitive by nature. There is also intense competition among
news items to propagateaswidelyaspossible. Hence, the taskofpredicting the popularity of news
items on the social web is both interesting and challenging. Prior research has dealt with
predicting eventual online popularity based on early popularity. It is most desirable, however, to
predict the popularity of items prior to their release, fostering the possibility of appropriate
decision making to modify an article and the manner of its publication. In this paper, we
construct a multi-dimensional feature space derived from properties of an article and evaluate the
efficacy of the features to serve as predictors of online popularity. We examine both regression
and classification algorithms and demonstrate that despite randomness in human behavior, it is
possible to predict ranges of popularity on twitter with an overall 84% accuracy. Our study also
serves to illustrate the differences between traditionally prominent sources and those immensely
popular on the social web.

News articles are very dynamic due to their relation to continuously developing events that
typically have short lifespans. For a news article to be popular, it is essential for it to propagate to
a large number of readers within a short time. Hence there exists a competition among different
sources to generate content which is relevant to a large subset of the population and becomes
virally popular. Traditionally, news reporting and broadcasting has been costly, which meant that
large news agencies dominated the competition. But the ease and low cost of online content
creation and sharing has recently changed the traditional rules of competition for public
attention. News sources now concentrate large portion of their attention on online mediums
where they can disseminate their news effectively and to a large population. It is therefore
common for almost all major news sources to have active account sin social media services like
Twitter to take advantage of the enormous reach these services provide. Due to the time-sensitive
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aspect and the intense competition for attention, accurately estimating the extent to whicha news
article will spread on the web is extremely valuable to journalists, content providers, advertisers,
and news recommendation systems. This is also important for activists and politicians who are
using the web increasingly more to influence public opinion. However, predicting online
popularity of news articles is achallengingtask. First, context outside the web is often not readily
accessible and elements such as local and geographical conditions and various circumstances that
affect the population make this prediction difficult. Furthermore, network properties such as the
structure of social networks that are propagating the news, influence variations among members,
and interplay between different sections of the web add other layers of complexity to this
problem. Most significantly, intuition suggests that the content of an article must play a crucial
role in its popularity. Content that resonates with a majority of there aders such as a major world-
wide event can be expected to garner wide attention while specific content relevant only to a few
may not be as successful. Given the complexity of the problem due to the above mentioned
factors, a growing number of recent studies (Szab´o and Huberman 2010), (Lee, Moon, and
Salamatian 2010), (Tatar et al. 2011), (Kim, Kim, and Cho 2011), (LermanandHogg2010)make
use of early measurements of an item’s popularity to predict its future success. In the present
work we investigate a more difficult problem, which is prediction of social popularity without
using early popularity measurements, by instead solely considering features of a news article
prior to its publication. We focus this work on observable features in the content of an article as
well as its source of publication. Our goal is to discover if any predictors relevant only to the
content exist and if it is possible to make a reasonable forecast of the spread of an article based
on content features. The news data for our study was collected from Feedzilla 1 –a news feed
aggregator– and measurements of the spread are performed on Twitter 2, an immensely popular
microblogging social network. Social popularity for the news articles are measured as the
number of times a news URL is posted and shared on Twitter. Togeneratefeaturesforthe articles,
weconsider four different characteristics of a given article. Namely: • The news source that
generates and posts the article • The category of news this article falls under • The subjectivity of
the language in the article • Named entities mentioned in the article We quantify each of these
characteristics by a score making use of different scoring functions. We then use these scores to
generate predictions of the spread of the news articles using regression and classification
methods. Our experiments show that it is possible to estimate ranges of popularity with an
overall accuracy of 84% considering only content features. Additionally, by comparing with an
independent rating of news sources,we demonstrate that there exists a sharp contrast between
traditionally popular news sources and the top news propagators on the social web. In the next
section we provide a survey of recent literature related to this work. Section 3 describes the
dataset characteristics and the process of feature score assignment. In Section 4 we will present
the results of prediction methods. Finally, in Section 5 we will conclude the paper and discuss
future possibilities for this research.

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(D) COMPANY PROFILE:

Editor ji Technologies Pvt. Ltd is a start-up founded by Former chief executive officer of NDTV
Ltd and news anchor Vikram Chandra. Editor ji is a video news app which is a part of this start-
up.

The multilingual video news platform that has started out by offering news stories in English and
Hindi claims that it will provide a completely different way to experience news on the go by
using a powerful artificial intelligence (AI) algorithm.

The app provides personalized newscasts and even allows for viewers to record their opinion on
stories. Editor ji Technologies Pvt. Ltd is backed by Bharti Airtel Ltd and HT Media Ltd.

The total investment in the venture is close to ₹30 crore.

Chandra said: “The platform provides a one-tap access to a personalized newscast that is created
by the Editor ji algorithm which considers a variety of parameters including location, news
categories, preferred style of news and so on. Users can skip stories that they do not want to see
by simply swiping."

Users can also edit the newscast by deleting stories, changing them and adding any stories that
they want. They can also record their own opinions and add these to the newscast which can then
be shared. “This enables you to create your own news channel," Chandra said.

Chandra, who quit NDTV in 2016, said he wasn’t keen to launch another television news
channel as the business model is flawed with heavy dependence on television rating points, poor
subscription revenue and significant carriage fee.

He said there’s room for a video news platform as news spread by social media platforms lacks
credibility. “This, together with the anonymity of users, permits the rapid dissemination of fake
news (via social media platforms). Fake news is becoming one of the biggest problems of the
Internet today," he said.

Authentic and good quality news, in fact, often finds it difficult to get adequate distribution, he
pointed out. “In the case of Editor ji, its investment from Bharati Airtel will ensure that the app
gets wide distribution through Airtel TV, Wynk and mobile subscribers," he said.

According to the Ficci EY report released earlier this year, 250 million people watch videos
online in India. This number is expected to double to 500 million by 2020. Around 40% of the
total mobile traffic came from the consumption of video services in 2015. This figure is expected
to touch 72% by 2020, the report said, adding that digital advertising is growing at the rate of
29%.

Experts in the field welcomed the move.

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“Everyone is investing in the digital video space and the biggest advantage with Editor ji would
be that it is backed by a credible journalist. There’s latent demand for news on-the-go which
needs to be addressed. While over-the-top (OTT) video platforms are creating a niche for
themselves with the help of focused content strategy such as Netflix originals, Hotstar through
sports and Zee5 through regional content, news is not strongly associated with any of the OTT
platforms. Therefore, this is just the right time for a player like Editor ji to dominate this
untapped opportunity," said Amaresh Godbole, chief executive, Publicis Groupe-owned digital
agency Digitas India.

For now, Editor ji is a free service and open to advertising. The commercials are embedded
between the stories that are slated to be no longer than 15 seconds each.

Editor ji joins the league of other digital news sites in the country that include BloombergQuint,
GoNews, Scroll and ThePrint.

The company is in partnerships with other media firms and allow them to showcase their news
on the Editor ji platform. Chandra has already a tie up with Hindustan Times for its news videos
to be hosted on Editor ji.

Editorji’s presence in Social Media is majorly on Twitter and Facebook. However, it is also
presnt on other social media platforms such as Instagram, Youtube, Sharechat, Helo and now
also on Tik Tok.

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(E) ROLE IN COMPANY:

Key Responsibilities while working in the Marketing Team at editorji :

• Manage the brand's own social media profiles.

• Co-ordination with the product management team to achieve better UI & UX to the website &
mobile app.

• To drive brand promotion by developing campaigns to improve and drive brand visibility and
increase video views.

• Co-ordinate with the Internal teams for content across verticals for smooth functioning.

• To develop promotional campaigns and offers across the internship tenure to achieve marketing
targets.

• Utilize analytics to track user behavior trends and identify opportunities for growth.

•To create engagement in digital marketing plans to ensure maximum brand visibility across
online platforms

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CHAPTER-3
RESEARCH PROBLEM

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Research Problem
Digital Marketing as a platform and News Business as an industry are two combinations which
uses the “People” as their king-pin. The News is for the people and the social media is practically
because of the “People”. That being said, the research problem which arises most evidently is:

 The news available on the social media platforms is not considered reliable by the users.
 Due to the presence of multiple news and social media applications, the source of the
news being read and being noticed by the user can’t be identified.
 The news appearing in form of notifications by Google etc. based on user preferences
often prevents the user to get the information which might be more relevant to them.

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CHAPTER-4
RESEARCH OBJECTIVE

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Primary Objective:

To study the influence of Social Media on News Consumption.

Secondary Objective:

To rank and evaluate the factors that influence news consumption on Social Media.

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CHAPTER-5
HYPOTHESIS

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CHAPTER-6
LITERATURE REVIEW

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CHAPTER-7
RESEARCH METHODOLOGY

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Research Design: Descriptive Research
Data Source : Primary Data & Secondary Data
Primary Data Collection: Survey Method
Primary Data Collection Instrument:: Questionnaire
Secondary Data Collection : Internet, Books , Published journals and
reports, Research Paper and articles

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(A) RESEARCH TYPE

(B) SAMPLE SIZE

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(C) SAMPLING METHOD

(D) QUESTIONNAIRE

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CHAPTER-8
DATA ANALYSIS

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CHAPTER-9
FINDINGS & INTERPRETATION

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CHAPTER-10
RECOMMENDATION(S)

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CHAPTER-11
LIMITATION(S)

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CHAPTER-12
FUTURE SCOPE OF TOPIC

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CHAPTER-13
CONCLUSION

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Viewing of news via SNSs can be said to be relatively widespread. The share of
daily news consumers on social media is larger than for specific news outlets
among young Swedes, and it is evident that news is a significant part of the content
in people’s SNS feeds. Young adults express that they acquire news from their
feeds. Further, they even count on this content to keep them updated about current
affairs. Social networks are definitely emerging as spaces where deliberate and
incidental news consumption coexist. It is also clear that the news shared in young
persons’ feeds serves to widen their scope of information, in that they
unintentionally come across news items they would have missed out on, had it
been relegated to traditional platforms. Costera Meijer and Kormelink (2014)
consider the term “news snacking”. They describe this as consumption of brief
news pieces, a lean-back way of news processing, which serves the purpose of just
obtaining a basic overview. While it is used primarily for entertainment and to use
up time, it can be a starting point for more in-depth news consumption. The ways
the interviewees in our study describe their news consumption in SNS feeds
suggests they are mainly consuming news in this fashion. They also emphasise the
role network friends play in engendering interest in the first place. The young
adults studied also clearly identify opinion leaders when it comes to news
distribution in their SNSs. They express a positive attitude towards these people
and even see them as a prerequisite for their keeping up on the news. It is evident
that the concept of opinion leaders is highly relevant in the SNS news context (c.f.
Choi 2015; Karlsen 2015). This, in turn, suggests that news would spread only
occasionally in many young people’s SNS flows if certain people did not share it.
Just as noted by Hogan and Quan-Haase (2010), we found friends’ sharing is of
greater importance than NEWS IN SOCIAL MEDIA 593 the news disseminated
by the media business. This clearly means that when relying on news distribution
in SNSs, legacy news channels are largely in the hands of ordinary people. This
suggests the importance of source, rather than topic, when young people decide
what to read in their SNS feed. Our findings, though, indicate that source and topic
are both of great importance for picking up a news item, and that their respective
different motive for importance is blurring to the respondents. A recent study by
Young (2015) including both survey and interviews, shows that young people also
tend to use different paths to news, ways they deem reasonable in relation to the
topic. In so doing they rely on an assumption about source credibility and source
knowledge. Therefore, even in this case the source seems to play an important role.
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Young’s study further showed that the topic mattered: when it came to news
covering such areas as economy, crime, foreign affairs and the environment, study
participants reported turning to professional news organisations. When the topics
were about human rights-issues such as abortion, religion, race and LGBTQ rights,
social media sources were preferred. A “curated” path, such as on semi-
professional blogs, would instead be chosen when looking for news about
consumer information, how-to advice, hobbies, and news or information about
one’s career. Future research needs to more closely study news paths for different
issues in a complex and constantly changing media landscape. The topic of content
is strongly related to the consequences of selective exposure. Interpreting our
findings, it seems hard to avoid news in a feed constantly updated by a wide-
ranging social network. Further, there is clear evidence of incidental consumption.
It has been discussed in the public debate whether, rather than broadening news-
gathering horizons, social media reduces the scope. It seems, however, that the
high-choice media environment that social media constitutes might be a
mechanism opening any so-called “filter bubble” or “echo chamber” (Hosanagar et
al. 2014). As such, it might contribute in closing information gaps (Bode 2016).
Otherwise put, SNSs could be a growing platform for news engagement in times
where people easily can opt out of news reading altogether (Beam et al. 2017).
This points to the need for in-depth research about what avoiding news, or being in
an echo chamber really means, if this phenomenon even exists. Our study points
out a diverse news diet among the young people interviewed. Respondents also
displayed a desire to stay updated, and a trust in others to keep them informed. We
do not know from the limited data, however, whether this is common in the overall
population and encourage further examination of these areas in representative,
large-scale studies. The survey analysis indicates that there might be differences
also within the group of young adults with regard to news habits in SNS, and to
further widen the scope of incidental consumption and the role of opinion leaders,
there is a need also for in-depth studies with young person’s post-high school.
Further, our study points to the need for more research on what is actually
perceived as news in today’s media landscape. It seems that the boundaries people
draw between news and other information are definitively shifting (Swart, Peters,
and Broersma 2016). Additional investigation in this area is therefore encouraged.
News is essential in Western democracies. This has been claimed, first and
foremost, in relation to legacy news media. Dependence on the SNS feed to
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provide necessary or desired news further raises questions about how reliable these
feeds are in delivering such content. Does the individual user receive about the
same varied news 594 ANNIKA BERGSTRO¨ M AND MARIA JERVELYCKE
BELFRAGE mix as, for instance, a newspaper reader or one following main
broadcast channels? Is each person’s feed satisfying from an informed citizen’s
perspective? This study does not capture whether news in SNS feeds could be
equal to legacy news media, vis a` vis enlightenment of citizens. Rather, it
identifies the need for effect studies, to determine the contribution of SNSs as news
providers on a societal level. It is evident from the findings of this study that young
people to a great extent consume news appearing in their SNS feed, and that this
largely is a part of a more general digital activity. Although incidental, the
interviewees count on the news to occur rather frequent, and they to a large extent
count on people in their networks to pass on everyday news on different topics.
One overall conclusion is that even though SNSs are not a primary source
themselves, they nonetheless could be considered an important distributor of
current affairs from legacy media companies and other conventional sources.
While abandoning traditional distribution forms, many people will continue to
encounter traditional distributors, though this might happen across alternative
settings. SNSs should be considered a significant factor in this context. The role of
social media, thus, merits further emphasis in future research on news repertoires.

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CHAPTER-14
REFERENCES

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CHAPTER-15
APPENDIX

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