Future of the media : sights from the inside

2012

Journalists as workers and makers of news are a very important stakeholder group for news media companies. It is vital for organizations to acknowledge the needs and expectations of their stakeholders, because fulfilled expectations lead to stakeholder favor and good organizational reputation. Unmet expectations lead to loss of stakeholder trust and bad organizational reputation. The purpose of this master’s thesis was to map the expectations and experiences of journalists and freelancer journalists working for major Finnish media companies. The aim was to find out how journalists see the future of media and their own future roles as journalists, how social media has affected journalists’ w…