ABSTRACT
Social media has become a central playout channel for journalistic content. They provide access to (mostly) young target groups under their own rules (algorithmized). Thus, news on social media turned into a significant innovation of journalism in the past decade due to this reach potential alone. Social media provide a hinge between journalism and the audience, serving as a communication network, content production tool, and distribution platform. This innovation impulse has given rise to new forms of organization (social media editorial teams), new formats (e.g., journalism and news on TikTok) but also new players and forms of cooperation (influencer marketing). Based on the selected media markets of Austria, Germany, Spain, Switzerland, and the United Kingdom and current examples in the context of the JoIn-DemoS research project, this chapter analyzes backgrounds, goals, and strategies of journalistic adaptation of well-known platforms and thus concludes that news on social media represents an innovation dilemma for journalism.
