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In today’s digital world, everyone is cursed and blessed having an endless supply of instantly accessible media. Consequently, individuals’ attention has become a progressively more scarce and valuable resource. Producing attention-attracting news became a core requirement for journalists. However, today, it is really an sustained challenge regardless if the journalistic pur-pose is infotainment or the control of the political elites. To thrive in this challenging environ-ment, journalists and journalism scholars should adopt a pragmatic, realistic and strategic ap-proach, should they desire to produce impactful and meaningful work.
There are 2 broad interre-lated strategic activities: the research into individuals’ attention flows along with the study of combinatory options between different journalistic purposes and attention-attracting topics. Evidence shows that the individuals’ attention is transferring to soft news and also the associated journalism types, including lifestyle journalism (give attention to fashion, food and psy-chology), cultural journalism (concentrate on movies, music and theatre), consumer journalism (focus on cars, technology and travels) and celebrity journalism.
However, the most prevalent objection to study soft news is apparently some tips i call the valueless and incompatibility thesis. It just states that soft news does not hold jour-nalistic value and are incompatible with ‘higher’ journalistic purposes, like education or power control. Generally, soft news proponents reject the valueless and incompatibility thesis by giving mostly abstract theoretical or rudimentary anecdotal evidence. As the proposition with the compatibility thesis seems plausible, little academic re-search has become carried out provide in-depth real-world case studies as empirical evidence.
As a result, this research closes the space by offering an in-depth real-world research study from your classical soft news group of celebrity news (CN). CN was selected which is probably the most attention-attracting soft news topics, it undeservingly received little attention from scholars compared to other soft news topics, like lifestyle journalism, and it's also often associated with the valueless and incompatibility hypothesis thereby disproportionally advantages of empirical research study evidence demonstrating the compatibility thesis
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