The Case of Young News Consumers in the Age of Postmodernity
In the strategic management literature, the customer requirements and the opportunity to satisfy a real customer who needs a job to be done are considered to be the main instigators driving the company to initiate a business model change. However, an extensive search in peer-reviewed media management literature on triggers of business model change reveals that the literature is sparse in describing the change in young consumers1’ requirements of value of news put in a broader context of postmodernity; neither does it put focus on understanding of young consumers’ alternating and fragmented identities as one of the main triggers of value proposition change in newspaper firms. The present paper seeks to fill in this research gap by focussing on young consumers’ understanding of news value in the age of postmodernity and assuming that the postmodern features of fragmentation, decentering of the subject, hyperreality as well as fluidity of consumers’ identities imply a change in designing strategies of news products’ value proposition(s) inside newspaper firms. By desk-reviewing existing research within identity, social linking and fragmentation of consumption in the age of postmodernity, the present paper’s main contribution lies in shedding light on young consumers’ construction of news value in postmodern era and conceptualizing a strategy of value fragmentation in designing news products for newspaper companies.
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2013 European Media Management Association Conference, 2013