Abstract
Journalism, as a soft profession, is facing severe challenges these days, and a need arises for professional maintenance work. Efforts to renegotiate the social contract of journalism reflect an expanding need for justification of journalism as a social institution. This position paper asks what challenges are facing journalistic expertise. What kind of professional competences are at stake? And how does the drawing of boundaries and cooperation take place when journalists confront digital competitors and/or partners? The article addresses the professional interest in audience participation and teamwork in current journalism, and discusses the problem of a flattering approach towards the audience.
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