Towards nuanced universality: Developing a concept bible for public service online news production

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