A new era in local journalism - A qualitative study on how two local newspapers use Facebook to promote the newspaper

Abstract

The local media is a big part of the mediated landscape in Norway. People relate to the traditional newspaper. Sometimes it has been in a family for generations. The local press is present in the local community and creates a unique sense identity and connection. With the emerging of social media platforms and the popularity of creating an online community, this thesis aim to examine how the local newspapers use Facebook to promote their media product online. It also examines how local journalists may use Facebook as a way of connecting with the readers on a new level. It attempts to find out how two local newspapers are dealing with the technological change. The findings in this thesis indicate that even though Facebook and social media platforms are well known by now, it is not easy for a traditional local newspaper with a local foundation to maintain their status online. Findings suggest that local newspapers are moving in different directions to accommodate the technological changes, both now and in the future. A qualitative method is composed, using text analysis of the newspapers Facebook posts during a selected period of time and interview with key individuals employed in each of the newspapers.