To participate or not participate in social media

The purpose of this study is to discuss how journalists think about the interaction with the audience in social media and the fact that it can make the traditional audience feel excluded. The study shows how journalists on P4 Kalmar is experiencing audience interaction in social media and describes how aware the journalists are about the digital divide. The results show that all of our interviewed journalists think that the interaction with the audience through social media works well and that there is awareness among journalists about the digital divide. The results also show that many of the interviewed journalists had not reflected on that parts of the audience can feel excluded by the interaction taking place in social media, but some of them could understand if parts of the audience felt that way. We consider our study as part of a research field on journalist’s interactivity with the audience through different types of media, but also as source of inspiration for future research on how the digital media becomes one with the community