A Servant of the Authorities or an Ally of Civil Society? The Role Perceptions and Role Performance of Local Interloper Media

The study explores the journalistic role perceptions and role performance of local interloper media practitioners in Finland. The examined media include non-commercial outlets funded by a city administration or other local authorities as well as commercial online-only outlets. The outlets are conceptualised as interlopers because they apply journalistic forms, styles and methods in their content but do not necessarily consider themselves as journalists or adhere to the ethical guidelines of journalism. The outlets’ role performance is analysed in their published content, while the practitioners’ role perceptions are analysed via semi-structured interviews. The analysis reveals that the non-commercial practitioners primarily perceive and perform the loyal facilitator role, whereas the commercial practitioners serve the disseminator role. The watchdog role is virtually absent among all the examined outlets. The lack of critical perspectives indicates a selective and strategic adoption of journalistic roles aimed at enhancing public relations efforts and appearing more trustworthy and interesting to audiences or advertisers. The investigated outlets and practitioners therefore challenge the monopoly of local legacy news media over local news. Their adoption of certain journalistic roles while abstaining from critical scrutiny of local authorities shows a tendency to disguise political or private ambitions as public interest news.