From novelty to norm: Habitualization and internalization of footnote journalism as an example of an innovative journalistic transparency practice

• Applicant: Dr. Lars-Ole Wehden
• Subject Area: Communication Sciences
• Term: since 2026
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 574191299

1) Wider research context/theoretical framework. Professional journalism is essential in democratic societies, providing citizens with relevant information. However, representative surveys indicate a decline in trust in journalism. To sustain trust, innovation is seen as a necessity. Consequently, the profession is undergoing transformations, with its guiding norms and practices subject to reassessment and renegotiation. However, novel norms and practices must first be introduced, discursively legitimized, familiarized, and internalized – both by journalistic actors and by audiences. Yet, little is known about these processes. Building on institutional theory, we analyze how these processes take place, using the example of the source transparency practice footnote journalism as a new norm gaining traction. 2) Hypotheses/research questions/objectives. We analyze how novel journalistic norms and practices are normalized. The main RQ is: How are novel journalistic practices – exemplified by the source transparency practice of footnote journalism – habitualized by professional journalism and internalized by audiences? 3) Approach/methods. We conduct four empirical studies: A qualitative interview study with journalists employing footnote journalism in Germany and Austria, a longitudinal qualitative interview study with audience members based on long-term exposure to footnote journalism in both countries, a longitudinal experimental study with audience members with/without exposure to footnote journalism, and an eye-tracking study focused on design and layout. 4) Level of originality/innovation. The project is innovative in theoretical, empirical and methodological work. The internalization of new norms as part of audiences’ expectations presents a research gap with strong implications for journalism-audience-relationships, impacting journalism’s future as a democratic institution. We close this research gap from a theoretical and an empirical perspective, uncovering how shifts in journalistic norms occur, how and why journalists habitualize new norms and practices and how these are internalized and accepted (or rejected) by their audiences. We also advance theoretical and empirical knowledge on the novel practice of footnote journalism. Methodologically, the study uses qualitative and experimental longitudinal designs which are thus far scarce in Communication Science. Results will be used to create toolkits and recommendations for journalists, aiding them to create effective strategies of trust-building in times of crisis.

• DFG Programme: Research Grants
• International Connection: Austria
• Partner Organisation: Fonds zur Förderung der wissenschaftlichen Forschung (FWF)
• Cooperation Partner: Dr. Bernadette Uth