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End of the “Prosumer” in News Media? User-Generated Content (UGC) Continues to Decrease as a Strategic Priority

In: Digital Disruption and Media Transformation

Author

Listed:
  • Mona Kristin Solvoll

    (BI Norwegian Business School, Department of Communication and Culture)

  • Anders Olof Larsson

    (Kristiania University College, Department of Communication)

  • Arne H. Krumsvik

    (Kristiania University College, Department of Communication)

Abstract

This chapter takes on the less researched subject of social media innovation as a leadership and strategic issue. The study adopted a longitudinal approach based on surveys among chief executives in Norway, conducted in 2015 (n = 152) and 2020 (n = 164). From a managerial perspective, we asked what role social media plays in the news media organization. And how do news media executives perceive the role of user-generated content (UGC) in terms of future strategic priorities? We map current and near-time strategies based on leaders’ impressions, changes in their social media strategies, as well as the characteristics of the news organizations.

Suggested Citation

Handle: RePEc:spr:fuobcp:978-3-031-39940-4_14
DOI: 10.1007/978-3-031-39940-4_14
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