ABSTRACT

Nonprofit digital new organizations, which are proliferating all over the world, are praised for their innovations in audience-focused interventions in journalism. Drawing on direct observation and in-depth interviews, this case study explores audience engagement practices within nonprofit newsrooms in South-East Europe, in order to elaborate on the impact of professional norms on such engagement in a complex media and political environment. This analysis explains how two nonprofit organizations in Kosovo have reinvented engagement by adopting a digital crowdsourcing platform that facilitates bottom-up storytelling and a public service model that transcends traditional journalistic roles. Unlike previous engagement models observed in societies with traditional professional culture, this study reflects how nonprofits with flexible professional boundaries find ways to expand engagement by also practicing advocacy and accountability.

摘要

非营利性数字新组织在世界各地激增，因其在以受众为中心的新闻干预方面的创新而受到赞誉。借助直接观察和深入访谈，本案例研究探讨了东南欧非营利新闻编辑室中的受众参与实践，以详细说明专业规范对复杂媒体和政治环境中此类参与的影响。该分析解释了科索沃的两个非营利组织如何通过采用促进自下而上的故事讲述的数字众包平台和超越传统新闻角色的公共服务模式来重塑参与。与以往在具有传统职业文化的社会中观察到的参与模式不同，