Between clicks and colleagues: the Janus-faced nature of
data in the media industry

Between clicks and colleagues: the Janus-faced nature of
data in the media industry

coopetition, datafication, data opportunism, data skepticism, gamification.

This research delves into the dualistic nature of datafication, revealing its capacity to both illuminate and mask realities within media organiza-
tions. Datafication, the strategic use of data in organizations, offers insights into, and transforms, how work and individual outcomes are per-
ceived and evaluated. This study examines how data-centric practices—embodied in metrics, rankings, and algorithms—can skew the playing

field, creating scenarios where workers may feel (un)fairly (dis)advantaged or (mis)represented. The findings indicate that while data can provide
valuable insights fostering cooperation and learning, it can also create competition and apprehension among journalists. Through the concept of
“coopetition” we show how media professionals employ data opportunism to leverage information while also grappling with data skepticism
amid potential misinterpretations and increased competition. Hence, the findings contribute to the research on datafication by demonstrating
how workers utilize interpretative flexibility depending on what the data and metrics make visible.

Rasa Jamsen € 1,�, Ward van Zoonen 2,3, Anu Sivunen 1

, and Mikko Villi

https://doi.org/10.1093/jcmc/zmaf003

Oxford University Press on behalf of International Communication Association.

December 30, 2024

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