Tweeting the Viewer—Use of Twitter in a Talk Show Context

Abstract

Twitter is currently one of the most popular outlets of so-called social media, Internet services that allow their users to communicate and share content in a variety of ways. As with the Internet itself, Twitter has been heralded to hold interesting possibilities within the context of journalism—potentially bringing journalists and their respective audiences closer to each other through supposedly common Twitter practices like @ messages and retweeting. This article presents a large-scale empirical study on Twitter use in the journalistic context. The aim is to assess patterns of journalist-audience interaction on Twitter. Specifically, the article outlines a structural analysis of Twitter use pertaining to the first season of the current events talk show Hübinette, which aired on Swedish public service television during the fall of 2011. Employing state-of-the-art approaches for data collection and analysis, the article shows that while traditional patterns of journalist-reader relationships are most common, some users are employing the Twitter platform in somewhat unforeseen ways.