Co-creation of what? Modes of audience community collaboration in media work

This article explores processes of co-creation in the media industry, particularly in the context of magazine media brands. We discuss the content and practices of creative collaboration between editorial teams and online audience communities. Based on two empirical case studies using analytical interviews and focus group discussions, we introduce a new model and framework for analysing co-creative processes. The model of co-creative collaboration is focused on three areas of media work: production, marketing and development. We conclude that co-creative processes between editorial teams and audience communities have a definite impact on the future of media work and media management. Importantly, the work of editorial teams is transformed from content production through creating platform concepts to coordinating, managing and nurturing audience communities.