‘It’s All About Money’ – News Users’ Folk Theory of Audience Data Utilisation in Journalism

Journalism scholars have extensively explored the implications of audience analytics for journalistic work and content. However, the audience’s perspective on this issue has received relatively little scholarly attention. This study investigates news users’ understandings of the role of audience data in journalism by employing folk theories as an analytical approach. In particular, it highlights news users’ beliefs regarding why audience data are collected and the resulting implications for journalism. The research material consists of five focus group interviews and instant messaging group chats conducted with 21 readers of the Finnish tabloid Iltalehti. The findings reveal that participants primarily perceive the utilisation of audience data as commercially driven. Consequently, in their view, this influences journalists’ relationships with both advertisers and audiences, as well as the production of journalistic content. Notably, news users associate the increased influence of advertisers and news business owners with the utilisation of user data, leading to a heightened commercial role for the audience. Furthermore, they see that commercial motivations negatively impact the quality of journalistic content. This research highlights the complex interplay among audience data, commercial interests, and journalistic practices, emphasising the need for a more nuanced understanding of audience analytics in contemporary journalism.