The Importance of the Human Touch in Journalism: Journalistic Values from an Audience Perspective

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ABSTRACT Traditionally anchored in principles like objectivity, autonomy, and independence, journalists’ professional values have long defined the core identity of the profession. However, given the transformative influence of digitalization on journalists’ interactions with their audiences and the acknowledged importance of these audience relationships in ensuring media sustainability, it is worth asking what are the professional values that both groups identify as good journalism and to what extent/how do these values align. Based on in-depth interviews with 30 journalists and 64 audience members, this study finds a nuanced interplay between traditional professional values and evolving audience expectations. Journalists emphasize enduring values like objectivity and independence, while audiences prioritize human elements, valuing qualities such as approachability, empathy, and affective communication skills. Identifying two dimensions of values—technical proficiency, representing traditional values, and an affective dimension, emphasizing the human and relational aspects of the profession—the study suggests a shifting landscape for journalism. Moreover, the findings underscore the perceptual gap between journalists and audiences, emphasizing the need for an informed dialogue based on empirical insights into audience preferences. As journalistic norms evolve, the study advocates for a dynamic discourse that can reflect changing times and ensures journalism remains relevant for the future.