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Jobs-to-Be-Done and Journalism Innovation: Making News More Responsive to Community Needs
[journal article]
Abstract Developing successful innovations in journalism, whether to improve the quality and reach of news or to strengthen business models, remains an elusive problem. The challenge is an existential concern for many news enterprises, particularly for smaller news outlets with limited resources. By and larg... view more
Developing successful innovations in journalism, whether to improve the quality and reach of news or to strengthen business models, remains an elusive problem. The challenge is an existential concern for many news enterprises, particularly for smaller news outlets with limited resources. By and large, media innovation has been driven by never-ending pivots in the search for a killer solution, rather than by long-term strategic thinking. This article argues for a fresh approach to innovation built around the "jobs to be done" (JTBD) hypothesis developed by the late Clayton Christensen and typically used in business studies of innovation. However, attempts to bring the JTBD framework into the news industry have never taken hold, while scholars, too, have largely overlooked the framework in their study of journalism innovation. We argue that the JTBD approach can foster local journalism that is more responsive and relevant to the needs of local communities. It reorients journalism by focusing on identifying and addressing the underserved needs of communities, as understood by the communities themselves. It suggests that a bottom-up approach to appreciating the "jobs" that community members want done offers a model that supports both the editorial and business imperatives of local news organizations.... view less
Keywords
journalism; management; involvement; innovation; audience; business concept
Classification
Communicator Research, Journalism
Free Keywords
business; community needs; jobs to be done
Document language
English
Publication Year
2024
Journal
Media and Communication, 12 (2024)
Issue topic
Unpacking Innovation: Media and the Locus of Change
ISSN
2183-2439
Status
Published Version; peer reviewed