Contest Over Content

Abstract

This study examines how participatory journalism reshapes the field of journalism in the case of Cable News Network (CNN) iReport. Participation is conceptualized on a continuum, ranging from participants as providing comments to news stories to participants as constructing news. Using a textual analysis combined with a content analysis of CNN's broadcast transcripts and articles posted online on CNN.com (N = 668) over a period of six years, this study investigates CNN iReporters' positions in the organization's news content as part of its overall news culture. Findings suggest that CNN assigns three major positions to iReporters: commentator, eyewitness, and co-worker. Positions of iReporters vary in story topics and contexts over time. Results show that CNN repositions itself and legitimizes its position as an agenda setter and moderator in relation to citizens' contributions. In the context of CNN iReport, participatory journalism as integrated in corporate media content may reinforce the organization's cultural capital—their independence from external influences—while letting citizens and ultimately free labor be part of news as well as, more recently, sharing with citizens the process of constructing news.