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Jyllands-Posten Danish newspaper Jyllands-Posten noted with concern that its readership was steadily getting older and that younger people sought out other sources of information. The newspaper had a strong position in the school sector through visting school classes, and wanted to utilize this as a possible way of building a relationship with this strategically important target group. Together with journalists from Jyllands-Posten, Expology developed an involving and engaging role play, in which school students play journalists. In the visitor centre Jyllands-Postens Mediarium, new media are physically integrated. In this “journalistic simulator” multimedia also becomes a social medium, because the students work in editorial teams in order to produce a front page, based on collaborative and individual journalistic work. The role play brings the students into scenarios and choices which create an understanding of journalistic values and those of Jyllands-Postens. Jyllands-Postens Mediarium in Viby was established in 1996 and the following year a further one was opened in Copenhagen. When Jyllands-Posten began to take bookings for the current school year, 360 classes applied in one day. More than 100,000 people have visited the interactive visitor centre. |
