In this paper, we examine the inverse and converging movement of two sets of institutions: news organizations, as they find that part of their mission necessarily includes hosting an unruly user community that does not always play by the norms of journalism; and online media platforms and social networks designed for users to share content, as they find that the content being shared is often much like news, some of which challenges their established user guidelines. We draw on in-depth interviews to understand how each industry is finding itself increasingly on the other's turf and facing the challenges and tensions the other has long coped with, but from its own distinct vantage point. From this we explore the ways in which the roles of news provision and community management are increasingly intermingled—in ways that will continue to have an impact on both news organizations and social media platforms, along with their audiences and users.
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