Implementing a phenomenographic approach, the question this article seeks to answer is how experienced journalists, editors and graphic designers perceive how multimedia journalism is executed. The study is based on qualitative interviews with experienced media workers who work with or manage work within online multimedia off-deadline feature journalism in mainstream online media outlets. In the outcome space, I categorise six different perceptions describing collective approaches to multimedia production: the learner, the developer, the artist, the collaborator, the publisher and the manager. Conclusively, these collective perceptions can influence how competencies are developed and how the workflow of multimedia production is implemented and organised in editorial rooms and educational situations.
- Media, communication and languages