Social participation in the media: The dialogue of digital journalists with audiences

The digital transformation of journalism has redefined the journalist-audience relationship. This article explores how digital journalists in the Basque Country engage with their audiences through social media platforms. Based on a survey of 73 professionals, the study reveals that Twitter and Facebook are the most commonly used tools for interaction. However, the nature of this interaction remains predominantly one-directional. Journalists acknowledge the institutional pressure to engage with audiences, yet perceive the primary motives of media managers as audience retention and brand positioning rather than genuine dialogue. Furthermore, professionals express concerns about the increased pace of work, exposure to online harassment, and the potential decline in content quality. While social media are seen as useful for sourcing ideas and feedback, they are not perceived as spaces for collaborative content production. The study concludes that audience participation is still viewed as complementary and that the gatekeeping role of journalists persists. These findings underscore the need to reconsider the structures and values of journalism in a networked media environment, particularly regarding reciprocal engagement with audiences.