Presentation at IAMCR, Montréal, Canada

1. Professional norms and strategies for
user involvement in media production
Prof. Dr. Arne H. Krumsvik
IAMCR Montréal 2015

2. Figure 1. The Four D’s of User Involvement.
Distribution
Donation
Data
Deliberation
Krumsvik, A. H. (2013). Towards a Typology of Strategies for User Involvement. In M. Friedrichsen & W. Mühl-
Benninghaus (Eds.), Handbook of Social Media Management. Berlin: Springer.
The four strategic types focus on
different parts of the news
operation value chain. The
Donation strategy includes users in
the production of content. The
Distribution strategy utilizes viral
marketing in order to invite
potential users to consume this
content, while the Deliberation
strategy enables users to react and
interact with the produced and
distributed content. At last The
Data gathering strategy accumulate
information about users and their
interaction in order to better serve
the same users and potential
advertisers.

3. Figure 2. Current strategies for user involvement.
2012-2015, Per cent.
87 87
83 80
75 76
79
85
51 51
47 48
27
32
47 47
0
10
20
30
40
50
60
70
80
90
100
2012 2013 2014 2015
Deliberation
Distribution
Donation
Data
Note. Surveys of members of the Norwegian Online News Association (NONA). Question: ‘What is your approach to user
involvement? (check all that apply)’.

4. Figure 3. Future strategy for user
involvement. 2012-2015, Per cent.
30
24
14 14
27
31
40
44
26 25
22
1718
21
25 26
0
5
10
15
20
25
30
35
40
45
50
2012 2013 2014 2015
Deliberation
Distribution
Donation
Data
Note. Question: ‘What is your main approach to user involvement the next 2-3 years? (select the most relevant)’.

5. Conclusion
• The strategies for user involvement are changing. The
Distribution and Data Gathering strategies are strengthen in
importance, while Deliberation and Donation declines.
• This indicates that promotion and business development
gains significance at the expense of the traditional focus on
user participation to ensure media's social role.
• At the same time, the approaches increasing in importance
are those least likely to challenge the traditional
understanding of journalists' professional role.

6. KRUMSVIK.COM
arne.krumsvik@hioa.no
Krumsvik, A. H. (2015). Professional norms and strategies for user involvement in media production. Presented at
International Association for Media and Communication Research Conference (IAMCR), Montréal, July.