Diversität im journalistischen Selbstverständnis. Eine Analyse des Rollenselbst- und -fremdbildes traditioneller und peripherer Akteur*innen im österreichischen Journalismus

Peripheral journalistic actors are increasingly producing and disseminating journalism-like content in digital spaces, blurring journalism’s boundaries. Many of these actors aim to contribute to the diversity of content, perspectives, and representation in public discourse, an ambition often reflected in their role conceptions. However, little is currently known about how the role conceptions of peripheral and traditional journalistic actors differ; how diversity factors into their day-to-day work; and whether these aspects vary across journalistic beats.

This study addresses these questions through 119 qualitative interviews with both peripheral and traditional journalists in Austria, spanning the fields of politics, business, sports, and lifestyle. The findings suggest that differences in role conceptions centred on promoting diversity can function as boundary markers between peripheral and traditional actors, as well as across beats. At the same time, the results indicate that diversity plays a less prominent role in journalistic practice than normative expectations might suggest. These findings offer initial systematic insights into both the self-perceived and externally attributed role conceptions of (peripheral) journalistic actors across beats, contributing to a more nuanced understanding of the role and relevance of diversity in Austrian journalism.