Origins, theoretical innovations and future outlook

the study of journalism has a long tradition. Löffelholz (2004b) identified the work of the writer and literary historian Robert Eduard Prutz (1816-1872) as being the ancestor of journalism theory. In 1845, long before the establishment of newspaper studies (“Zeitungskunde”) as a field of research, Prutz published “The History of German Journalism. ” In later years the theoretical study of journalism was dominated by normative approaches, which continued for many decades. The belief that journalistic talent, similar to artistic talent, lies in the personality of the journalist (see Dovifat 1962) endured well into the 1970’s. At this time the scholarly discussion was mainly centered on the journalist as an individual who could barley live up to the normative expectations placed on news people. The result was a long-lasting (into the 1990s) array of often romantic demands on journalists which they could hardly fulfill. While shortly after World War II journalism research in the United States began to break away from normative paradigms, empirical journalism research only slowly gained foothold in Germany. The vast array of gatekeeper studies in the 1950s (White 1950) as well as the increasing interest in research on editorial processes (Breed 1955; Gieber 1956