Die heimlichen Entscheider

Facing the spread and importance of information technology, the lack of empirical studies of IT journalists must be considered a research gap. The small group of IT journalists includes important gatekeepers in the IT market, who play a major part in determining the success and failure of IT products. To examine the powerful position derived from this role is the central aim of this study: How do IT journalists in Germany perceive their influence on buyers and users of IT products? How do they perceive their influence on the IT industry? Based on an online survey of 102 IT journalists in Germany, the study measures subjective perceptions of effects on the general audience and the industry. The findings indicate that IT journalists view themselves as influencing consumer decisions of the general audience as well as corporations’ decisions in product development. However, these perceptions of effects are not related to (1) the audience size of the IT medium, or to journalists’ images of (2) the audience and (3) the IT industry. The perception of their own influence seem to be commonplace among IT journalists, independent of the power of media outlets and particular professional perceptions. The accuracy of journalists’ perceptions of effects and their normative implications are discussed.