Holton, et al. (2015). Reciprocity and the News: The Role of Personal and Social Media Reciprocity in News Creation and Consumption. (Gareth)

From Digital Culture & Society

The prominence of social media platforms, such as Facebook and Twitter, in contemporary societies has grown to a point where dramatic changes are occurring. These changes have altered the nature of several social areas and institutions, including the news industry. The inherently interactive and participatory nature of social media has brought about one of the most significant changes to the news industry. Traditionally, news companies would rely on a one-way system of communication with passive audiences consuming the information being conveyed to them. With digital social media, however, audiences are able to consume news information and actively engage with it, through commenting, sharing, posting, and even creating new content. This highlights a prominent area of research in contemporary media and communications literature, which revolves around the transformed nature of the modern, active news consumer. Within this area of research, there has been little inquiry into the ways in which reciprocity operates in the relationship between news media and the users of social media platforms. Holton et al. (2015), however, seek to understand and explain the integral role played by reciprocity in this relatively new and continually evolving relationship.

There is a proliferation of news information found on social media platforms, coming from several different sources with varying perspectives and biases. It should be no surprise that reciprocity, exchange between individuals for mutual benefit or the benefit of a community, is considered foundational to trust, social capital, and connectedness (Holton et al., 2015). This works to explain why reciprocity is a key ingredient in the formation, development, and maintenance of an online community as users are often wary of navigating the complex and bustling relationship between news and social media. The study conducted by Holton et al. (2015) examines how reciprocity on social media platforms builds a connection between users and news companies, encouraging the consumption and creation of content. The main focus of this study explores how interactivity between journalists, news organizations, and their audiences on social media presents several opportunities for reciprocity that could create networks of news exchange where the creation and consumption of content becomes mutually, and communally beneficial (Holton et al., 2015). The authors identify reciprocity as the integral link between news organizations and individuals in the process of consuming, engaging, and exchanging news, which benefits both parties and the larger community.

The results of the study indicate there is indeed a significant role played by reciprocity in the news interaction process. Reciprocity was found to be less influential on passive activities, such as news consumption, and more influential in engaged exchanges, such as posting, commenting, or creating (Holton et al., 2015). As the level of engagement with news content rises, so too does the influence of reciprocity in the relationship between individuals and journalists or news companies. Active audiences, found on social media platforms, will more thoroughly engage news content with reciprocal expectations, such as objective, consistent, diverse content. The reciprocity between social media users and journalists or news companies relies on the networks or followings constructed on social media platforms. These networks inherently carry social influence as followers are exposed to whatever content engaged with. Young adults, in particular, familiar with social media and its nuanced dynamics are able to more effectively develop their networks, increasing their social influence and subsequent value.

Certainly, one of the biggest strengths of this study by Holton et al. (2015) lies in its relevance to the continually expanding and evolving relationship between social media platforms and the news media industry. There has been a proliferation of research into the evolution of contemporary news consumers, especially as they operate within the digital media, including social media. As the relationship between the news industry and social media becomes increasingly complex, more comprehensive research into the nuances of this relationship should come forth. Reciprocity is ones such nuance of this relationship that is often overlooked yet it offers much insight and understanding. Holton et al. (2015) show how reciprocity contributes to the development of trust, social capital, and connectivity, this is relevant because of the vast amounts of varying news content found on social media and the emergence of parody or “fake news”. Furthermore, the reciprocal nature of this social media facilitated relationship between individuals and journalists is also beneficial to understand because it offers guidance in the navigation of news media found on social media sites. As Holton et al. (2015) noted, the networks developed on social media platforms are the key to reciprocity between individuals and journalists, which highlights the increasing value placed on social influence associated with these networks. The observations made by Holton et al. (2015) in this study provide valuable insights into the significance of reciprocity between social media users and news companies, which is often overlooked but integral to understanding the complex nature of the relationship between the contemporary news industry and social media.