This paper deals with the local journalistic use of Instagram. In times of declining print circulation and advertising revenues, local journalism is in deep crisis across countries. Yet, local journalism plays a relevant role in the fight against fake news and white-collar crime and has a relevant function in Western democracies that needs to be preserved.
A major problem local news has to deal with is the fact that it no longer reaches young people. On the one hand, people under 29 hardly use local journalistic offers and on the other hand, they hardly read print products. For years, local newspapers have relied on the distribution of news content on Facebook. However, young people are less and less active on Facebook. The platform of the younger generation is currently Instagram. Social media, which is geared towards visual and audiovisual content, can offer local news an opportunity to distribute editorially produced content to a younger target group. This white paper outlines why the existence and future of local media outlets are relevant, why Instagram could play a relevant role in this and how Instagram
has been used in local journalism so far. Furthermore, arguments for and against an intensive focus of local journalism on Instagram are presented, and possible future scenarios are
1. Introduction
2.The issues at stake
2.1 Local journalism in crisis
2.1.1 The relevance of local news
2.2 Local journalism in the times of digitalization and social media
2.2.1 Social Media: When the consumer becomes an interactive user
2.2.2 Local journalism on Facebook: The key “driver of traffic
2.2.3 How local news struggle to attract young people digitally
2.3 Instagram: The social media network of the young generation
2.3.1 The most important effects of Instagram use on local journalism
2.3.1.1 Change in communication
2.3.1.2 Content alignment
2.3.1.3 Lack of personal resources .
2.3.1.4 The aim of Instagram use
3 Existing positions
3.1 High workload - few staff
3.2 Lack of monetisation options
3.3 Dependence on algorithms
3.4 Reaching a young target group
3.5 How young people benefit from Local Instagram Lournalism
4 Local Journalism on Intagram: Deal with the trend
4.1 Adaptation to the target group is necessary
4.2 Transmediality is the key word
4.2.1 Transmediality and Crossmediality in local journalistic practice
4.3 How local newspapers can use different Instagram tools
4.3.1 News Summaries through Instagram Stories
4.3.2 Videos using Instagram's "Instagram Video
4.3.3 The simple picture post
4.3.4 Infographics
4.3.5 Live broadcast via Instagram Live
5. Conclusion: Instagram - A welcome opportunity for local media?
6. References
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