Zetland is a Danish online newspaper, which brands itself as a new, alternative and different media channel in relation to the current news grind. In contradiction to the usual daily newspapers, Zetland releases only 3 to 5 articles per day. They claim to write more thoroughly, with deeper insights and nuanced reflections into the worldly occurrings. They are likewise innovators. In Zetland the articles are read aloud as podcast, they produce live stand up theatre shows and their customers are referred to as members rather than the paying clientele.
Our problem statement was: To what extent does Zetland manage to fulfill their vision of breaking the news grind – and is there a need for it? Could this tell us something about the present time?
To find out what sort of media Zetland is we have analyzed the newspaper internally via its production in form of a book, an article, a commercial and a personal column. We have also conducted focus groups interviews with their current and potential members.
We found, that Zetland certainly does manage to break the news grind, but also that this has a price. With their innovative approach, they blend aspects of traditional media with new practice and they do it to the extent, that some people feel included while others become alienated and thereby excluded. The vision of wanting to do thing differently can be perceived as brave but also bold. This leaves us with the thought, that Zetland might be an example of a sort of shift in society; from being rooted in traditional media to opening towards new ways of practicing journalism.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Vejledere||Kasper Bering Liisberg|