The role of constructive journalism in the diffusion of social innovations The example of community-supported agriculture
By Inken Thiel and Uwe Krüger | The alternative reporting approach of constructive journalism has been extensively researched in recent years in terms of its effects, albeit primarily in the form of individual psychological experimental research. Its effects on the emotional state and behavioural intentions of recipients are well documented. But to what extent can constructive journalism promote social progress, for example by contributing to the spread of ecological or social innovations? In this study, we expand the impact research on constructive journalism by applying the theoretical approach of ›diffusion of social innovations‹ to the question and retrospectively asking the adopters of a specific social innovation, namely community-supported agriculture (CSA), about the influences on their decision. The quantitative online survey of 431 members and operators of CSA farms in Germany shows that constructive media or media formats did not play a role in the diffusion. Instead, interpersonal communication with CSA farm members was decisive for the initial contact, followed by local print and TV journalism, as well as advertising materials and events organized by CSA farms. This is also in line with diffusion theory for later stages of innovation diffusion. It cannot be ruled out that constructive media coverage of other social innovations (especially those more recent than CSA) plays a greater role in the respective early stages of the diffusion process.