Stepping on Toes? Role Dynamics between Journalists and Lobbyists Regarding Big Tech’s Accountability Agenda

Abstract

The expanding political role of Big Tech(nology) corporations has triggered concerns about the role of the media in holding corporate power to account. This study provides a comprehensive understanding of role dynamics between journalists and lobbyists toward the agenda for Big Tech’s responsibilities. Based on semi-structured interviews with European journalists ( n = 15) and lobbyists representing large technology corporations ( n = 15), we use professional role perceptions as a heuristic for examining the relationship of both actor groups in tandem. Journalists, who report an overlap of audience-focused with passive watchdog role ideals geared toward legislative accountability, interact with lobbyists, who assert a more concrete and active role perception. Journalists cautiously appropriate their normative watchdog role in accordance with the ideals of detachment and balance to maintain their own media legitimacy and access to an oligopolistic information environment. Remaining strategically sovereign over information, lobbyists perceive a strong mandate to establish Big Tech as a relevant stakeholder in the agenda on their regulatory accountability, but in mid of a perceived techlash, the majority of corporations avoid public attention. Both actor groups’ limited and off-the-record interaction reflects a defensive corporate stance, keeping their negotiation of Big Tech’s accountability off-stage. The technological and regulatory complexity of the information environment might render these corporations unfit for soft regulation by news media. We discuss implications for their co-dependence in the context of fast technological advancement and disruption of (corporate) mediatization processes.