European Federation of Journalists

Online Seminar “Trust in media: Audience Engagement & Artificial Intelligence”

Credits: aurielaki/

In an age of information overflow when disinformation is on the rise, media plays an ever-important role in providing trustworthy and quality information to citizens. With insights offered by our experts in the field, this workshop will address the pressing questions: How can fostering audience engagement and artificial intelligence properly improve quality in journalism and regain trust from audiences? How has Covid-19 changed the trust relationship between the media and its audiences?

Our confirmed speakers are Prof. Dr. Wiebke Loosen, Hans-Bredow-Institute, Journalist and News Storytelling Researcher Shirish Kulkarni and YLE Editor-in-chief Jonas Jungar. Further potential speakers include Jarno M. Kopenen, YLE Head of AI and Personalisation, and a Senior Expert on Media from the European Commission – to be confirmed.


You can already register for the workshops. Click here to register for Day 1, click here to register for Day 2. Keep in mind that the deadline for registrations is 7 February 2021. Below, you find the draft agenda for both days and suggestions for preliminary readings on the topics.

Draft Agenda

Day 1 – Thursday, 25 March 2021, 13:00 – 15:15 (CET)

13:00 – 13:15: Introduction
Susanna Sjöstedt, YLE Head of Foreign News, Swedish section
Renate Schroeder, EFJ Director

13:15- 14:15: How to regain trust and improve audience engagement
How can the media regain trust and improve audience engagement in an age of information overload and disinformation? Has Covid 19 exacerbated the problem or provided us the opportunity? How can PSM and journalists help and engage audiences to navigate the minefield of ‘fake news’. Do our audiences need more media literacy?

Jonas Jungar, Editor-in-chief, YLE

Wiebke Loosen, Hans Bredow Institut 

Shirish Kulkarni, News Storytelling reaching out to younger, diverse audiences RS wrote

Moderator: Susanna Sjöstedt, YLE Head of Foreign News, Swedish section

14:15 – 14:50: Deep-dive
Participants will join in the break-out rooms and have deeper conversation with their chosen speaker. 

14:50 – 15:00: Wrap-up

Day 2 – Friday, 26 March 2021, 13:00 – 15:15 (CET)

13:00 – 13:05: Recap and introduction
Yuk Lan Wong, EFJ policy and project officer

13:15 – 14:50: Innovations in the newsrooms – converging media & artificial intelligence
What are the key trends and the impacts on the work of journalists, e.g. ethics, skills, news diversity and trust? Use of algorithms to feed “personal-interest” news to the audience? Did the pandemic make newsrooms more creative? 

14:50 – 15:15: Wrap-up and closing

Topic related readings 


This seminar is part of a two-year project “Trust in Journalism” launched by the EFJ and is co-funded by the European Commission (DG EMPL). It is organised in cooperation with the Finnish Journalists’ Union.