Fierce competition forces journalists to deliver attention-grabbing news and articles. But this increased focus on the audience sometimes clashes with journalistic ideals, according to a study at the University of Gothenburg, Sweden. The ambition to please the audience requires that the journalist knows what the audience wants. 'Journalists generally feel it is important to respond to what the audience wants, but at the same time they often don't really know what this is,' says Ulrika Andersson, doctoral student at the Department of Journalism and Mass Communication at the University of Gothenburg and author of the thesis 'Journalister och deras publik. Förhållningssätt bland svenska journalister'.
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