A Trojan Horse for marketing? Solutions journalism in the French regional press

This article examines recent efforts to bring ‘solutions journalism’ – an approach to news coverage developed in the United States that encourages journalists to propose potential solutions to social problems – to the French regional press. Drawing on interviews and company documents from news organizations, we show that solutions journalism has found support among both management and journalists, though for different reasons. Whereas management see solutions journalism as a way to bolster shrinking audiences, journalists perceive an opportunity to regain relevance in diversified media companies whose emphasis on news has declined over time. Though solutions journalism changes little in terms of journalist’s everyday practices, its presence legitimates and valorizes marketing discourses, as journalists use it to describe efforts to grow audiences, boost sales and monetize content. As a result, we suggest that solutions journalism’s primary effect on the French regional press may be its operation as a ‘Trojan horse’ for marketing