Between clicks and colleagues: the Janus-faced nature of data in the media industry

Abstract This research delves into the dualistic nature of datafication, revealing its capacity to both illuminate and mask realities within media organizations. Datafication, the strategic use of data in organizations, offers insights into, and transforms, how work and individual outcomes are perceived and evaluated. This study examines how data-centric practices—embodied in metrics, rankings, and algorithms—can skew the playing field, creating scenarios where workers may feel (un)fairly (dis)advantaged or (mis)represented. The findings indicate that while data can provide valuable insights fostering cooperation and learning, it can also create competition and apprehension among journalists. Through the concept of “coopetition” we show how media professionals employ data opportunism to leverage information while also grappling with data skepticism amid potential misinterpretations and increased competition. Hence, the findings contribute to the research on datafication by demonstrating how workers utilize interpretative flexibility depending on what the data and metrics make visible.