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References Alkio, J. (2006) How to Write about the Future. Available at: [Accessed 22 May 2010.] Carlson, C.C. and Wilmot, W.W. (2006) Innovation. The Five Disciplines for Creating What Customers Want. Crown Business, New York. P. 6. Deuze, M. (2005) ‘What is Journalism? Professional Identity and Ideology of Journalists Reconsidered’, Journalism. Theory, Practice & Criticism 6(4), 442–464. Entman, R.M. (2010) ‘Improving Newspapers’ Economic Prospects by Augmenting Their Contributions to

References Black, J., Lodge, M. & Theatcher, M. (2005). Regulatory Innovation. A Comparative Analysis . Northampton: E. Elgar. Blaug, M. (1995). Metodologia ekonomii . Warszawa: PWN. Bokajło, W. & Dziubka K. (ed.) (2001). Społeczeństwo obywatelskie . Wrocław: Wydawnictwo Uniwersytetu Wrocławskiego. Börzel, T. (2009). Nowe metody zarządzania a rozszerzenie Unii Europejskiej – paradoks podwójnej słabości. In: Kolarska-Bobińska L. ed. Nowe metody zarządzania w państwach Unii Europejskiej . Warszawa: Instytut Spraw Publicznych. Buchanan, J. (1997). Finanse

Our Understanding of the Social World . Mahwah NJ: Lawrence Erlbaum. Rogers, E. M. (2003) Diffusion of Innovations . New York: Free Press. Silverstone, R., & Haddon, L. (1996) ‘Design and the Domestication of Information and Communication Technologies: Technical Change and Everyday Life’, in R. Mansell & R. Silverstone (eds.), Communication by Design. The Politics of Information and Communication Technologies (pp. 44-74). Oxford, NY: Oxford University Press. Spigel, L. (1992) Make Room for TV . Chicago: University of Chicago Press. Winner, L. (1977) Autonomous


References Bessant J. & Tidd, J. (2011) Innovation and Entrepreneurship. Second edition. Chichester: John Wiley & Sons ltd. Born, G. (2004) Uncertain vision: Birt, Dyke and the Reinvention of the BBC. London: Secker & Warburg. Christensen, C.M. (1997) The Innovator’s Dilemma. N.Y.: Harper Business Essentials. Dailey, L., Demo, L., & Spillman, M. (2005) ‘The Convergence Continuum: A Model for Studying Collaboration Between Media Newsrooms.’ Atlantic Journal of Communication, 13 (3): 150-168. Dayan, D. & Katz, E. (1992) Media Events: the live broadcasting of


References Bastiansen, Henrik G., & Trine Syvertsen (1994). Towards a Norwegian Television History. In Francesko Bono & Ib Bondebjerg (Eds.), Nordic Television – History, Politics and Aesthetics (pp. 121-154). Copenhagen: Sekvens. Bessant, John, & Joe Tidd (2011). Innovation and entrepreneurship (2nd ed.). Chichester: John Wiley & Sons Ltd. Brants, Kess (1998). Who’s afraid of infotainment? European Journal of Communication, 13 (3), 315-335. DOI: 10.1177/0267323198013003002 Burns, Tom (1977). The BBC: Public institution and private world . London: Macmillan

. Gripenberg, Pernilla, Sveiby, Karl-Erik, & Segercrantz, Beata (2012). Challenging the Innovation Paradigm: The Prevailing Pro-innovation Bias. In Karl-Erik Sveiby, Pernilla Gripenberg & Beata Segercrantz (Eds.), Challenging the Innovation Paradigm (pp. 1-12). New York: Routledge. Göpfert, Winfried (2007). The strength of PR and the weakness of science journalism. In Martin W. Bauer & Massimiano Bucchi (Eds.), Journalism, Science and Society: Science Communication between News and Public Relations (pp. 215-226). New York: Routledge. Hartmann, Maren (2009). Everyday

Traditional Society: Modernizing the Middle East . New York: The Free Press. Martin, L. and S. Osberg (2007) “Social Entrepreneurship: The Case for Definition.” Stanford Social Innovation Review , Spring,, 29-39. McAnany, E. (2009) “Incentives and Participation in Development Communication: Evidence from Sixty-three Recent Projects.” Paper presented at The World Congress on Communication for Development, Rome, 2006. (Also in edited online form in Glocal Times , 13 Nov. 2009). McAnany, E. (2010) “Communication for Development and Social Change: New Millennium


research questions, we draw on research and theory concerning digital technology in newsrooms, digital storytelling and interdisciplinarity. Engineers and developers often work in teams that are separate from the editorial development teams and the business development teams in a media company. However, without the necessary cross-disciplinary collaboration between different professional groups, innovation might become difficult and counter-productive ( Westlund 2011 ; Westlund 2012 ). According to Lewis and Westlund (2015) , previous research on technology in news

the effort to innovate new revenue streams related to digital publishing. One such innovation is the development of a new kind of two-sided revenue stream model that benefits from the ways in which journalistic content is used to attract readers. The aim of this article is to describe some aspects of this innovative process. In this article, a case study of Schibsted Media Group (henceforth Schibsted) will be presented. This case features a revenue model built on how media companies utilize journalism to achieve digital traffic, and on how this traffic is used as a

culturally, economically and politically, and to stimulate opinion-making and public debate. However, during the 1990s, Nordlys made the same geographical withdrawal as other regional papers and chose to concentrate its news coverage on the publishing town of Tromsø ( Christensen & Tjelmeland, 2002 ). Table 1 Media landscape in the northern region In 2014, however, Nordlys launched its commentary innovation: Nordnorsk debatt online. A website being part of Nordlys that had opinion-based content: both editorial columns as well as chronicles and letters from the