%0 Journal Article %T Towards nuanced universality: Developing a concept bible for public service online news production %A Jenni Hokka %J European Journal of Communication %@ 1460-3705 %D 2019 %R 10.1177/0267323118810862 %X With the advent of popular social media platforms, news journalism has been forced to re-evaluate its relation to its audience. This applies also for public service media that increasingly have to prove its utility through audience ratings. This ethnographic study explores a particular project, the development of ¡®concept bible¡¯ for the Finnish Broadcasting Company YLE¡¯s online news; it is an attempt to solve these challenges through new journalistic practices. The study introduces the concept of ¡®nuanced universality¡¯, which means that audience groups¡¯ different kinds of needs are taken into account on news production in order to strengthen all people¡¯s ability to be part of society. On a more general level, the article claims that despite its commercial origins, audience segmentation can be transformed into a method that helps revise public service media principles into practices suitable for the digital media environment %K Audience segmentation %K online journalism %K production studies %K public service media %K universality %U https://journals.sagepub.com/doi/full/10.1177/0267323118810862