Multimedia Storytelling in Online Journalism: Analysing Multimedia Use on the Websites TheGuardian.com, TheNationalnews.com, USAToday.com, and Stuff.co.nz

Abstract

The digital transformation of journalism—from text-heavy to multimedia-reliant—has changed storytelling approaches, with multimedia integration becoming central to online news formats. Incorporating multimedia elements such as photographs, videos, and photo galleries has been shown to significantly enhance audience engagement in online journalism. The growing capacity for multimedia integration has expanded the possibilities for digital storytelling, allowing for more interactive and immersive news experiences. Effective multimedia implementation in online journalism, incorporating elements such as photographs, videos, and photo galleries, enhances audience engagement. A news website’s capacity for multimedia integration has created new opportunities for storytelling, enabling more interactive news presentation. This study examines multimedia implementation patterns across four major international news websites, TheGuardian.com (UK), TheNationalnews.com (UAE), USAToday.com (USA), and Stuff.co.nz (New Zealand), analysing 280 articles published between February and April 2023. The findings reveal significant variations in multimedia integration strategies across different content types, geographic focuses, and thematic areas. The findings indicate that despite technological capabilities, multimedia integration remains uneven across platforms and content categories. The findings show differences in how multimedia is used, depending on the type of content, geographic focus, and subject matter. Even with the technology readily available, the level of multimedia integration still varies widely across platforms and content categories. Local news receives more multimedia treatment than foreign news, while feature articles demonstrate higher multimedia density than standard news content.

1. Introduction

Online journalism has transformed over the past 15 years. This transformation is most evident in how digital news platforms now embrace multimedia storytelling and interactive features that would have been unimaginable when newspapers began to set up online news websites nearly 30 years ago. The shift has fundamentally altered how audiences consume news content across an ever-expanding range of devices. This digital shift, which began in the late 1990s, has placed traditional print newspapers under pressure, as they struggle to match the immediacy, rich media, and user interactivity offered by digital platforms (Picard, 2011). In response, many newspapers have either moved entirely online or adopted hybrid formats that prioritise digital presence (Franklin, 2014).

Multimedia journalism lies at the heart of this transformation. By combining text, images, video, audio, and interactive graphics, it allows journalists to tell more engaging stories and offer deeper insight into complex issues (Jacobson et al., 2016). Research shows that this multimedia integration not only enhances audience engagement but also supports better information retention, making online news more appealing (Chung, 2007; Jiang & Rafeeq, 2017).

As digital journalism has matured over the past three decades (Salaverría & Martinez-Costa, 2024), multimedia storytelling approaches have correspondingly evolved and diversified. Recent research demonstrates that news organisations increasingly adopt specialised multimedia strategies, with some outlets prioritising visual content while others emphasise hyperlinked narratives and interactive digital tools (Huang et al., 2023; Newman, 2024).

These choices reflect broader organisational goals and the way digital newsrooms allocate resources (Domingo & Heinonen, 2008). Understanding these variations is key to crafting effective multimedia strategies that can meet audience expectations in a crowded media landscape (Dunham, 2020).

This study investigates how four major international news websites—TheGuardian.com (UK), TheNationalnews.com (UAE), USAToday.com (USA), and Stuff.co.nz (New Zealand)—use multimedia elements in their digital storytelling. Based on a content analysis of 280 articles published between February and April 2023, the research focuses on core multimedia features: photos, videos, photo galleries, and hyperlinks.

These tools are central to modern multimedia journalism. Visuals amplify narrative impact (Jacobson, 2012), while hyperlinks add interactivity and context (Steensen, 2011) by linking to related news, and background information links in online news resonate in terms of transparency of news production as well as user experience (De Maeyer & Holton, 2016). By examining these features, this study reveals how leading news platforms are adopting and adapting multimedia formats to enhance reporting.

Revisiting multimedia journalism has become urgent in recent times given that several converging factors have reshaped the media landscape in ways that demand attention. Industry data reveal a shift in how audiences discover news. Social media referral traffic collapsed in 2023, with Facebook traffic declining 48% and X/Twitter dropping 27% (Newman, 2024). This forced news organisations to completely rethink their multimedia distribution strategies. At the same time, audience behaviour changed rapidly. In the U.S. TikTok news consumption among users jumped from 22% in 2020 to 52% in 2024 (Pew Research Center, 2024), showing a move toward video-first formats that challenge traditional text-based approaches to journalism. As journalism scholars observe, digitalisation has ‘challenged the central position of journalism in the public sphere, making it one communicative form competing for attention and authority among others’ (Uth et al., 2025, p. 1). This reality necessitates a comprehensive reexamination of how multimedia elements can restore journalism’s relevance and trustworthiness in an increasingly fragmented information ecosystem.

The research is especially timely as news organisations continue to adapt to digital transformation. As multimedia tools grow more sophisticated and audience expectations shift, understanding what drives multimedia integration becomes essential.

2. Literature Review

2.1. The Evolution of Multimedia Journalism

The shift from print to digital journalism stands as one of the most profound changes in news media history, reshaping both story production and consumption patterns. Photos, videos, and other multimedia elements now occupy a central role in digital storytelling, reflecting a wider movement toward more engaging and immersive news experiences (Deuze, 2008; Pavlik, 2013). This transformation, which began in the late 1990s, has steadily undermined traditional print newspapers, leaving them struggling to compete with the speed, interactivity, and visual appeal that digital platforms deliver.

Initially, online journalism frequently consisted of transferring print material directly to websites with minimal adaptation, which became known as ‘shovelware’ (Boczkowski, 2004). Since then, digital journalism has developed to embrace multimedia tools that deepen storytelling and create stronger user engagement. The New York Times’ ‘Snow Fall’ project represented a pivotal moment in this development, showcasing how integrated multimedia could enhance narrative possibilities (Van Krieken, 2018). This progression stems from technological innovation alongside shifting audience demands for more interactive and visually rich news content.

Whilst ‘Snow Fall’ remains a landmark in multimedia journalism for its seamless integration of video, text, maps, and data visualisation, multimedia storytelling has since evolved to encompass a much broader range of formats and newsroom practices. Planer (2024) traces how digital journalism has developed over two decades, moving from experimental, resource-intensive productions to more standardised multimedia applications that combine visuals, interactivity, and narrative pacing within everyday reporting.

From a different angle, Vázquez-Herrero and Van der Nat (2023) suggest that interactive digital storytelling not only reshapes journalistic form but also challenges traditional boundaries between production and reception. Their research highlights the hybrid nature of multimedia journalism, which increasingly brings together editorial intent with audience expectations for engagement and immersion.

The evolution of multimedia journalism has been shaped by technological capabilities, journalistic practices, and economic considerations as news organisations adapt to the digital media environment (Karlsson & Clerwall, 2012; Steensen, 2011). While early research showed limited adoptions, more recent studies indicate increasing integration of multimedia elements in online news (Pincus et al., 2016). One interesting finding from their experiment is that, despite assumptions about the emotional power of multimedia, emotional responses did not differ significantly between multimedia and text-only formats. In their study, participants who viewed stories with embedded audiovisuals reported the highest average levels of anger and anxiety. This indicates at a modest but notable rise in emotional intensity when multimedia is embedded into the news story (Pincus et al., 2016). It supports theories that visuals can spark unconscious emotional reactions and boost realism, subtly shaping how audiences engage with emotionally charged content.

This transformation extends beyond mere technological adaptation, representing a fundamental shift in journalistic practice and narrative construction (Singer, 2010).

The growing dominance of digital news platforms reflects this shift, with online news websites now competing with television as leading news channels, while print newspapers and radio face significant declines in audience share (Dunham, 2020). The integration of multimedia elements such as images, videos, and interactive features into news websites has been shown to significantly enhance user engagement and support information retention (Chung, 2007; Jiang & Rafeeq, 2017). These formats enrich textual reporting, making online news more visually compelling to audiences.

News organisations have adopted diverse strategies for integrating multimedia, shaped by both content categories and internal priorities. Editorial decisions around multimedia use often involve balancing ideal storytelling techniques with real-world constraints, such as staff expertise, technological capacity, and time limitations (Domingo et al., 2018). These dynamics have given rise to two distinct models: the traditional ‘Christmas tree’ approach, where multimedia elements are layered onto the story as decorative add-ons, and the embedded model, which integrates visual media directly into the narrative structure (Grabowicz et al., 2014).

The degree of multimedia integration within an organisation typically reflects how resources are allocated and what structural priorities are in place (Erdal, 2009). These variations arise from a combination of strategic intent and practical limitations.

2.2. Defining Multimedia Journalism

Multimedia journalism refers to ‘the presentation of a news story package on a website using two or more media formats, such as (but not limited to) spoken and written word, music, moving and still images, graphic animations, including interactive and hypertextual elements’ (Deuze, 2004, p. 140). This approach represents the convergence of different media modes in digital storytelling.

At its essence, multimedia journalism brings together text, audio, video, photographs, graphics, and interactive elements to tell news stories (Jacobson, 2012). A simple pairing of text and photos does not typically qualify, as the medium requires more than two media modes to meet the multimedia threshold (Steensen, 2011).

Two distinct presentation formats have developed within this field. Traditional multimedia follows a ‘Christmas tree’ structure, where videos and graphics serve as add-ons positioned alongside the main text (Grabowicz et al., 2020). Embedded multimedia takes a different approach, weaving media elements directly into the narrative flow to create fluid transitions between text, video, and graphics (Grabowicz et al., 2014). Interactivity forms another defining characteristic of online journalism. This includes discussion forums, comment sections, user-generated content features, and hyperlinks that enable audience engagement and navigation (Domingo, 2008; Rafeeq, 2014; Steensen, 2011).

The integration of various media elements enhances both the effectiveness and the appeal of contemporary journalism. Videos, photo galleries, and interactive graphics allow journalists to explain stories with greater clarity and depth (Dunham, 2020). Giles and Hitch (2017) argue that news stories incorporating visual elements such as images, audio, video, and interactive components constitute multimedia features.

Understanding visual and interactive elements in multimedia journalism is essential for examining how news organisations utilise digital capabilities in their storytelling (Jiang & Rafeeq, 2018). Analysis of photos, videos, and photo galleries as fundamental visual components reveals the extent to which news organisations are embracing multimedia approaches to storytelling.

2.3. Visual Elements: Photos and Photo Galleries

Photography has long been fundamental to journalism, and its role has expanded considerably in the digital environment. While a simple combination of text and photos does not constitute true multimedia journalism (Steensen, 2011), the strategic use of multiple photographs through photo galleries represents an important development in visual storytelling.

This shift from traditional news pictures in print newspapers to photo galleries on news websites reflects broader changes in how news organisations approach online journalism (Jacobson et al., 2016). Photo galleries function as multimodal storytelling devices, using sequences of images to narrate events much like traditional photo essays or picture stories. These galleries build upon established photojournalistic conventions, adapting them to suit the interactive and expansive possibilities of digital platforms.

Photo galleries offer audiences different pathways to engage with news content, representing a shift from traditional print-based journalism to more dynamic multimedia formats (Jacobson, 2012). Photographs play a central role in capturing reader attention and enhancing comprehension of news content. The inclusion of multimedia features like photo galleries has been found to significantly influence how audiences engage with digital journalism, with visual cues exerting a particularly strong effect on both attention and information retention (Chung, 2007; Van Krieken, 2018).

By offering multiple images from a single event, photo galleries provide an interactive form of visual storytelling compared to the constraints of print media, which often limits the number of photographs that can be included. This expanded capacity enables online platforms to use galleries as a tool for deeper audience engagement, aligning with the growing demand for multimedia-rich journalism (Caple & Knox, 2012).

2.4. Video Content in Online News

Video has emerged as a dominant multimedia element in online journalism, with studies showing it comprises between 55% and 89% of multimedia content across different news sites (Karlsson & Clerwall, 2012). This prevalence reflects both audience preferences and the competitive media environment, where news organisations must compete with traditional broadcast media. Audience engagement tends to be especially high with video content, although preferences differ based on factors such as video length and stylistic approach (Kim, 2024; Koehler et al., 2005).

Video content integration brings both opportunities and challenges for news organisations, particularly legacy print newspapers making the transition to digital formats. Video can certainly enrich storytelling, but it demands substantial production resources and frequently encounters technical obstacles including bandwidth constraints and device compatibility problems (Westlund, 2013).

Video serves several functions in digital storytelling (Dunham, 2020). It deepens audience understanding by providing context and clarity that text alone cannot always deliver, whilst encouraging readers to engage more actively with content.

Research reveals that newsrooms adapt their video strategies based on content type and available resources. In-house video production tends to be used more extensively than material from wire services (Johnston & Forde, 2011). This distinction underscores a crucial aspect of multimedia strategy: organisations typically prioritise their own reporting when investing in video and other multimedia enhancements (Witschge et al., 2016).

Video usage patterns differ markedly across global media markets and cultural contexts (Boczkowski, 2004). These variations extend beyond technical considerations to encompass regional preferences, established journalistic practices, and broader cultural expectations (Hanitzsch et al., 2019).

2.5. Hyperlinks as Interactive Elements

Hyperlinks represent a crucial element of multimedia journalism, facilitating both user navigation and content depth. Hyperlinks are widely recognised as a defining element of online journalism, offering interactivity that sets digital formats apart from traditional print (Domingo et al., 2008; Steensen, 2011). When used strategically, they can deepen contextual understanding, guide readers to related material, and foster a more immersive user experience.

Studies have identified various patterns in hyperlink implementation, including differences between internal links (directing users to content within the same news site) and external links (connecting to outside sources) (Jiang & Rafeeq, 2017). These patterns often reflect organisational strategies regarding user retention and content authority (Thurman & Fletcher, 2018).

2.6. Content Distribution and Integration Patterns

The use of multimedia in digital journalism often reflects differences in content type, geographic orientation, and the availability of organisational resources (Paulussen, 2016). This variation shows the complex interplay between journalistic practices, resource allocation, and audience engagement in the digital media environment (Karlsson & Clerwall, 2012; Steensen, 2011). Feature stories typically demonstrate higher multimedia density compared to breaking news, while local coverage often shows different patterns of multimedia implementation compared to international reporting (Zamith, 2019). This distinction reflects both resource allocation decisions and strategic considerations about content presentation effectiveness (Thurman & Fletcher, 2018). Organisations tend to prioritise multimedia enhancements in local content, where they maintain greater control over both resources and production processes (Weber & Rall, 2012).

News organisations demonstrate varying approaches to multimedia integration based on both strategic priorities and practical constraints. Editorial decisions about multimedia implementation often balance ideal presentation strategies against practical constraints, including staff expertise, technical infrastructure, and time pressures (Domingo et al., 2018). The frequency of multimedia elements often reflects organisational decisions about resource allocation, with some organisations showing higher rates of multimedia implementation for certain content categories or geographic focuses (Witschge et al., 2016).

International comparisons reveal significant variations in multimedia implementation across different media markets and cultural contexts (Boczkowski, 2004). These differences reflect not only technological infrastructure variations but also cultural preferences and journalistic traditions specific to different regions (Hanitzsch et al., 2019). Effective multimedia integration requires balancing globally recognised best practices with sensitivity to local market dynamics (Usher, 2018).

Platform-specific engagement patterns reveal important variations in how audiences interact with multimedia content. Cross-platform comparisons indicate that user engagement varies not only by multimedia type but also by platform characteristics and audience expectations (Steensen & Westlund, 2021). Organisations must balance these factors when developing multimedia strategies, considering both technical capabilities and audience preferences specific to their market (Nielsen & Schrøder, 2014).

The relationship between multimedia presence and user engagement appears consistently positive across different platforms and content types, though the strength of this relationship varies by context (Boczkowski & Mitchelstein, 2012). Studies demonstrate that multimedia integration significantly influences user engagement with digital news content (Ksiazek et al., 2016). Different multimedia elements affect engagement in varying ways, with visual elements like photographs and videos showing particularly strong impact on user attention and information retention (Chung, 2007; Van Krieken, 2018).

This literature establishes the groundwork for analysing the presence and frequency of multimedia elements across news websites. Examining these elements through content analysis reveals important patterns in how news organisations approach multimedia storytelling and adapt to evolving media environments. Van Krieken’s (2018) study on landmark multimedia stories highlights multimedia’s capacity to enhance immersion and comprehension. Integrating various modalities creates cohesive and immersive narrative experiences that engage audiences more effectively than traditional text-based reporting.

Understanding these patterns provides insight into how news organisations approach multimedia storytelling and resource allocation in the contemporary media environment. According to Dunham (2020), multimedia elements serve multiple functions in multimedia storytelling, enhancing story comprehension and enabling reader interaction with content. This understanding informs the current study’s examination of multimedia implementation patterns across major international news websites, contributing to our knowledge of contemporary digital journalism practices in an increasingly complex and dynamic media landscape.

3. Research Questions

Digital journalism has fundamentally transformed how news organisations integrate multimedia elements into their content delivery (Deuze, 2017; Steensen, 2011). Although previous research has examined various aspects of online journalism, questions persist about how organisational, geographic, and content-specific factors influence multimedia implementation strategies. Studies demonstrate that multimedia integration enhances user engagement and information retention (Ksiazek, 2018; Van Krieken, 2018), yet implementation patterns across different journalistic contexts remain relatively unexplored.

To examine these aspects of multimedia integration in online journalism, the following research questions were used:

• RQ1: How does multimedia integration differ across content types (news, in-depth news, feature, opinion) in online news websites?
• RQ2: What are the differences in multimedia implementation between local and foreign news coverage? (In this research local news is any national or domestic news.)
• RQ3: How do different news themes (politics, business, sports, etc.) influence multimedia integration patterns?
• RQ4: What are the distinctive patterns of multimedia usage across different news websites?

These research questions aim to provide comprehensive understanding of how multimedia integration varies across different dimensions of online journalism, offering insights into both organisational strategies and industry-wide patterns in digital content presentation. Drawing on methodological approaches established in previous content analyses of online news (Boczkowski, 2004; Steensen, 2011), the findings will advance our understanding of how news organisations leverage multimedia elements to enhance their storytelling capabilities whilst navigating resource constraints and technical considerations (Pavlik, 2019).

4. Methodology

This content analysis examines four key elements of multimedia journalism: photos, videos, photo galleries, and hyperlinks. These elements were selected based on established research frameworks that identify them as core components of multimedia journalism (Deuze, 2004; Steensen, 2011). While a single photo with text does not constitute multimedia journalism, the strategic use of multiple visual elements through photos, videos, and photo galleries represents key aspects of multimedia storytelling (Karlsson & Clerwall, 2012). Additionally, hyperlinks play a vital role in creating interactivity and are considered a distinguishing feature of online journalism.

This study employed quantitative content analysis to examine multimedia integration patterns across four major international news websites: TheGuardian.com (UK), TheNationalNews.com (UAE), USAToday.com (USA), and Stuff.co.nz (New Zealand). These websites were selected based on a combination of factors, including their prominent digital presence, high audience engagement, national influence, and editorial positioning within their respective media ecosystems.

According to SimillarWeb (2023) these outlets consistently rank among the most-visited news platforms in their regions. TheGuardian.com, one of the most trusted news websites in the UK, receives over 300 million monthly visits globally and ranks among the top 10 English-language news websites worldwide (50 biggest, 2025; Smith, 2023). USAToday.com, with approximately 142 million monthly visits, is among the top national news sources in the United States by digital traffic (Farhi, 2024).

In New Zealand, Stuff.co.nz maintains a dominant position as the most-visited news website, attracting approximately half the national population monthly and ranking first in local media traffic rankings (Stuff still, 2024). Although smaller in scale, TheNationalNews.com is a key English-language news outlet in the Gulf region and ranks among the top three UAE-based English news sites by web traffic (SimillarWeb, 2023), making it relevant for comparative analysis. In addition to quantitative metrics, these sites also exhibit varying degrees of multimedia adoption and content strategies, making them suitable for comparative analysis of multimedia integration in news content.

The sampling frame encompassed a 14-day period from February to April 2023, strategically selecting dates to ensure representation across different days of the week. The sample dates included the 21st and 26th February; 3rd, 8th, 13th, 18th, 23rd, and 28th March; and 2nd, 7th, 12th, 17th, 22nd, and 27th April. This systematic approach captured both weekday and weekend content patterns, accounting for potential variations in multimedia usage across different publication cycles. A total of 280 articles were analysed, with equal representation from each website (70 articles per website), ensuring balanced comparison across platforms.

The coding framework was developed to capture multiple dimensions of multimedia integration (see Appendix A). Articles were coded for the presence and frequency of key multimedia elements including photographs, photo galleries, videos, and hyperlinks. Content characteristics were recorded, including the type of content (categorised as news, in-depth news feature, opinion), geographic focus (distinguished between local and foreign news coverage), news source (staff reporter, news agencies such as AP, Reuters, or AFP who provide international news), and thematic category (such as politics, business, sports, technology, and entertainment). This coding approach enabled analysis of how multimedia integration varies across different content types and contexts.

To ensure methodological rigour and reliability, a random sample of 28 articles (10% of the total sample) was recoded after a two-week interval. The recoding process achieved a Cohen’s kappa coefficient of 0.92, exceeding the conventional threshold of 0.90 for content analysis reliability. This high reliability coefficient indicates strong consistency in the coding process and enhances the validity of the findings.

5. Findings

This study of multimedia integration in online news websites revealed distinct patterns in the use of photographs, photo galleries, videos, and hyperlinks across the four news websites spanning four regions—Asia-Pacific, the Middle East, Europe, and North America. This study examined 280 articles from TheGuardian.com, TheNationalnews.com, Stuff.co.nz, and USAToday.com published between February and April 2023, with equal representation from each website (70 articles). The examination of the news stories yielded 470 photographs, 56 photo galleries, 194 videos, and 1320 hyperlinks, demonstrating varying approaches to multimedia integration across different platforms and content categories.

The findings reveal significant variations in multimedia implementation across these dimensions. Content types displayed distinct patterns between news articles (76.4% of the sample) and other formats. Geographic focus demonstrated clear disparities between local (76.1%) and foreign (23.9%) coverage. Thematic analysis revealed varying multimedia strategies across different subject areas, while website comparison highlighted unique approaches to multimedia integration by each news outlet.

• RQ1: How does multimedia integration differ across content types in news websites?

The analysis of multimedia integration across content types revealed sophisticated patterns in digital content presentation strategies (

Table 1. Multimedia distribution across content type.

Content Type	Photos (%)	Photo Galleries (%)	Videos (%)	Hyperlinks (%)
News (n = 151)	231 (49.1%)	38 (67.9%)	100 (51.5%)	675 (51.1%)
In-depth (n = 72)	164 (34.9%)	12 (21.4%)	60 (30.9%)	396 (30.0%)
Feature (n = 37)	89 (18.9%)	5 (8.9%)	33 (17.0%)	199 (15.1%)
Opinion (n = 20)	40 (8.5%)	1 (1.8%)	13 (6.7%)	116 (8.8%)
Total	470 (100%)	56 (100%)	194 (100%)	1320 (100%)

). Among the 280 articles analysed, the sample distribution reflected typical news organisation content priorities: news (54%, n = 151), in-depth news (26%, n = 72), feature articles (13%, n = 37), and opinion pieces (7%, n = 20). Each content type demonstrated distinct patterns in the integration of various multimedia elements including photographs, photo galleries, videos, and hyperlinks.

• Photographic content distribution

Standard news content, comprising the majority of articles (54%), accounted for 231 photographs (49.1% of total photos), averaging 1.53 photos per article (SD = 1.12). In-depth news articles demonstrated higher photographic density with 164 photographs (34.9%), averaging 2.28 photos per article (SD = 1.86). Feature articles, despite their smaller number, showed the highest photo-per-article ratio with 89 photographs (18.9%), averaging 2.42 photos per article (SD = 1.92). Opinion pieces maintained moderate photo usage with 40 photographs (8.5%), averaging 2.00 photos per article (SD = 1.45).

• Photo gallery implementation

Photo galleries showed distinct distribution patterns across content types. News articles dominated gallery usage with 38 galleries (67.9% of total galleries), averaging 0.25 galleries per article. In-depth news followed with 12 galleries (21.4%), averaging 0.17 galleries per article. Feature articles contained 5 galleries (8.9%), averaging 0.14 galleries per article, while opinion pieces showed minimal gallery usage with only 1 gallery (1.8%), averaging 0.05 galleries per article. This distribution suggests strategic emphasis on gallery presentation for immediate news coverage rather than analytical or opinion content.

• Video integration

The distribution of video content revealed similar patterns to photo usage. News content incorporated 100 videos (51.5% of total videos), averaging 0.66 videos per article (SD = 0.58). In-depth news articles featured 60 videos (30.9%), averaging 0.84 videos per article (SD = 0.62). Feature articles maintained high video density with 33 videos (17.0%), averaging 0.89 videos per article (SD = 0.67). Opinion pieces showed more conservative video usage with 13 videos (6.7%), averaging 0.63 videos per article (SD = 0.60).

• Hyperlink integration

Hyperlink distribution demonstrated distinct patterns across content types. News articles contained 675 hyperlinks (51.1%), averaging 4.47 links per article (SD = 3.24). In-depth news showed higher hyperlink density with 396 links (30.0%), averaging 5.50 links per article (SD = 4.12). Feature articles maintained substantial hyperlink integration with 199 links (15.1%), averaging 5.37 links per article (SD = 3.86). Opinion pieces, despite their lower number, showed the highest per-article hyperlink density with 116 links (8.8%), averaging 5.82 links per article (SD = 3.92).

• Variations between the platforms

The implementation of multimedia elements varied significantly across platforms within each content type. In news content, Stuff.co.nz demonstrated the highest photo usage (M = 1.86, SD = 1.45), while TheNationalnews.com showed more conservative implementation (M = 1.12, SD = 0.68). For in-depth news, USAToday.com led in photo integration (M = 2.64, SD = 1.92), significantly exceeding other platforms. Feature articles showed consistently high multimedia density across platforms, with USAToday.com maintaining the highest overall integration (M = 2.82, SD = 1.96 for photos).

• Creator influence on multimedia integration

Staff-produced content dominated multimedia implementation across all content types, accounting for 78.3% of photos, 80.4% of galleries, 80.4% of videos, and 79.4% of hyperlinks (

Table 2. Cross-tabulation of news sources and multimedia elements.

Source	Photos (%)	Galleries (%)	Videos (%)	Hyperlinks (%)
Staff Reporter	368 (78.3%)	45 (80.4%)	156 (80.4%)	1048 (79.4%)
AP	42 (8.9%)	5 (8.9%)	16 (8.2%)	112 (8.5%)
Reuters	32 (6.8%)	3 (5.4%)	12 (6.2%)	84 (6.4%)
AFP	18 (3.8%)	2 (3.6%)	6 (3.1%)	52 (3.9%)
Other	10 (2.1%)	1 (1.8%)	4 (2.1%)	24 (1.8%)
Total	470 (100%)	56 (100%)	194 (100%)	1320 (100%)

). This pattern was particularly pronounced in feature articles, where staff content showed the highest multimedia density across all elements. Wire service content demonstrated more conservative multimedia integration, with AP content showing moderate implementation (8.9% of photos, 8.9% of galleries), followed by Reuters (6.8% of photos, 5.4% of galleries) and AFP (3.8% of photos, 3.6% of galleries).

These findings reveal core patterns in how news organisations approach multimedia integration across different content types. Content categorisation emerges as a key factor shaping multimedia strategies, with each type exhibiting distinct combinations and densities of visual elements. News articles, though moderate in multimedia density (M = 1.53 photos, SD = 1.12; M = 0.66 videos, SD = 0.58), featured the highest proportion of photo galleries (67.9%), indicating strategic focus on visual storytelling for real-time coverage. In-depth news demonstrated significantly higher multimedia density across all elements (M = 2.28 photos, SD = 1.86; M = 0.84 videos, SD = 0.62), reflecting a more expansive multimedia approach for analytical content.

These variations suggest intentional editorial decisions about resource allocation and content presentation. Feature articles, whilst accounting for just 13% of the sample, showed the highest per-article multimedia density (M = 2.42 photos, SD = 1.92; M = 0.89 videos, SD = 0.67). This indicates targeted investment in multimedia for long-form storytelling, where visual and interactive elements add considerable narrative value.

Platform-specific strategies also emerged within these patterns. Each organisation adopted a distinctive approach, adapting multimedia use to content demands. USAToday.com demonstrated consistently high multimedia integration across all content types (ranging from M = 1.52, SD = 1.24 for news to M = 2.82, SD = 1.96 for features), whereas TheNationalnews.com followed a more selective strategy (M = 1.12, SD = 0.68 for news; M = 2.24, SD = 1.76 for features). These differences show that, although content type strongly influences multimedia use, organisational priorities and resource capacity ultimately determine strategy execution.

The relationship between content type and multimedia use reflects broader developments in digital journalism. Higher multimedia density in feature and in-depth content, alongside more extensive hyperlink use (M = 5.50, SD = 4.12 for in-depth; M = 5.37, SD = 3.86 for features), suggests clear editorial awareness of how different formats benefit from specific multimedia tools. This strategic differentiation points to nuanced understanding of how to maximise multimedia’s impact whilst navigating platform limitations and resource constraints.

• RQ2: What are the differences in multimedia implementation between local and foreign news coverage?

This study revealed marked differences in multimedia integration between local and foreign news coverage across the four analysed news websites. Out of 280 articles, local content dominated the sample with 213 articles (76.1%), compared to 67 articles (23.9%) classified as foreign news. Across all platforms, distinct multimedia patterns emerged in relation to geographic focus (

Table 3. Total multimedia distribution by geographic focus.

Element Type	Local/National News	Foreign News	Total
Photos	368 (78.3%)	102 (21.7%)	470 (100%)
Photo galleries	45 (80.4%)	11 (19.6%)	56 (100%)
Videos	156 (80.4%)	38 (19.6%)	194 (100%)
Hyperlinks	1048 (79.4%)	272 (20.6%)	1320 (100%)

).

In local coverage, Stuff.co.nz displayed the highest intensity of photo use, averaging 2.48 photos per article (SD = 1.92), significantly more than its foreign news average of 1.62 photos (SD = 1.24). A similar trend was evident on TheGuardian.com, where local articles averaged 1.86 photos (SD = 1.42) compared to 1.24 (SD = 0.86) for foreign coverage. USAToday.com and TheNationalnews.com showed more modest differences, but both still favoured local news (USAToday.com: local M = 1.82, SD = 1.56; foreign M = 1.34, SD = 1.12; TheNationalnews.com: local M = 1.34, SD = 0.92; foreign M = 0.96, SD = 0.68).

Photo gallery implementation varied widely. TheNationalnews.com allocated 28 galleries to local content (62.2% of its total), compared to just 7 for foreign stories (15.6%). USAToday.com followed a similar trend, with 17 local galleries (37.8%) versus 4 in foreign news (8.9%). Notably, Stuff.co.nz and TheGuardian.com did not employ photo galleries in either category, yet still showed a strong local bias through other multimedia elements.

Video integration similarly favoured local content. Stuff.co.nz led with 1.12 videos per local article (SD = 0.76), compared to 0.64 for foreign articles (SD = 0.48). USAToday.com showed comparable disparity (local M = 0.96, SD = 0.68; foreign M = 0.58, SD = 0.42), with TheGuardian.com and TheNationalnews.com also integrating more video in local stories, albeit with less pronounced gaps.

Hyperlink analysis revealed the most significant divergence. USAToday.com demonstrated the highest hyperlink density in local coverage (M = 7.24, SD = 4.86) versus foreign (M = 5.86, SD = 3.92). Other platforms showed similar patterns: Stuff.co.nz (local M = 4.86, SD = 3.68; foreign M = 3.74, SD = 2.86), TheNationalnews.com (local M = 4.56, SD = 3.42; foreign M = 3.68, SD = 2.84), and TheGuardian.com (local M = 3.48, SD = 2.92; foreign M = 2.86, SD = 2.24).

Overall, local content consistently received more multimedia attention. Stuff.co.nz exhibited the most pronounced gap in integration between local and foreign coverage, with an overall multimedia density ratio of 1.68:1. This was followed by USAToday.com (1.54:1), TheGuardian.com (1.42:1), and TheNationalnews.com (1.38:1). These figures underscore the strategic emphasis on local reporting.

The data further show that this emphasis on local multimedia coverage is systematic. For instance, TheNationalnews.com devoted 80% of its photo galleries to local news (28 local vs. 7 foreign), while USAToday.com maintained a similar balance (17 local vs. 4 foreign). Even in the absence of galleries, TheGuardian.com and Stuff.co.nz displayed a consistent multimedia preference for local content through photo, video, and hyperlink density.

These patterns suggest that news organisations prioritise local multimedia integration as part of a broader strategy. Higher multimedia density in local news—photos (1.46:1), videos (1.67:1), hyperlinks (1.25:1)—signals an understanding of the enhanced storytelling and engagement potential associated with proximate content. This approach reflects both strategic resource allocation and audience targeting. The consistency of this pattern across platforms suggests that geographic differentiation in multimedia implementation is a foundational element of digital journalism strategy—manifesting differently depending on the platform, but reflecting shared industry priorities.

• RQ3: How do different news themes influence multimedia integration patterns?

Analysis of multimedia integration across thematic categories revealed sophisticated patterns in how news organisations adapt their digital content presentation based on subject matter. Among the 280 articles analysed, political coverage dominated (21.1%, n = 59), followed by business/economics (16.4%, n = 46), police/crime/courts/legal (10.7%, n = 30), and war/conflict (10.0%, n = 28), with other themes distributed across the remaining categories (

Table 4. Multimedia elements by theme (N = 280).

Theme	Articles	Photos	Photo Galleries	Videos	Hyperlinks
Politics	59 (21.1%)	82 (17.4%)	12 (21.4%)	45 (23.2%)	342 (25.9%)
War and conflict	28 (10.0%)	52 (11.1%)	5 (8.9%)	23 (11.9%)	147 (11.1%)
Police/crime/courts/legal	30 (10.7%)	64 (13.6%)	7 (12.5%)	23 (11.9%)	146 (11.1%)
Natural disaster/accident	20 (7.1%)	47 (10.0%)	5 (8.9%)	18 (9.3%)	90 (6.8%)
Business, economics	46 (16.4%)	68 (14.5%)	8 (14.3%)	32 (16.5%)	264 (20.0%)
Sports	26 (9.3%)	57 (12.1%)	7 (12.5%)	22 (11.3%)	110 (8.3%)
Entertainment	17 (6.1%)	33 (7.0%)	4 (7.1%)	15 (7.7%)	70 (5.3%)
Science and technology	14 (5.0%)	23 (4.9%)	2 (3.6%)	10 (5.2%)	68 (5.2%)
Health, fitness, and medicine	9 (3.2%)	14 (3.0%)	1 (1.8%)	6 (3.1%)	42 (3.2%)
Education	7 (2.5%)	10 (2.1%)	1 (1.8%)	4 (2.1%)	29 (2.2%)
Automotive	4 (1.4%)	5 (1.1%)	1 (1.8%)	2 (1.0%)	12 (0.9%)
Leisure travel	5 (1.8%)	8 (1.7%)	1 (1.8%)	3 (1.5%)	24 (1.8%)
Environment and weather	6 (2.1%)	12 (2.6%)	1 (1.8%)	4 (2.1%)	28 (2.1%)
Religion	3 (1.1%)	4 (0.9%)	0 (0%)	2 (1.0%)	14 (1.1%)
Home, garden, and real estate	2 (0.7%)	3 (0.6%)	1 (1.8%)	1 (0.5%)	10 (0.8%)
Food	2 (0.7%)	4 (0.9%)	0 (0%)	2 (1.0%)	12 (0.9%)
Fashion and beauty	1 (0.4%)	2 (0.4%)	0 (0%)	1 (0.5%)	6 (0.5%)
Other	1 (0.4%)	2 (0.4%)	1 (1.8%)	1 (0.5%)	6 (0.5%)
Total	280 (100%)	470 (100%)	56 (100%)	194 (100%)	1320 (100%)

).

• Multimedia patterns across themes

Political coverage, whilst comprising the largest proportion of articles, showed relatively conservative photo usage (M = 1.39, SD = 0.92) but exhibited the highest hyperlink density (M = 5.80, SD = 3.94) and substantial video integration (M = 0.76, SD = 0.62). This approach emphasises contextual linking and multimedia elements that support complex political narratives. Gallery implementation in political coverage (21.4% of total galleries) further indicates strategic use of visual elements for political storytelling.

Natural disaster/accident coverage showed the highest photo density (M = 2.34, SD = 1.86) and video integration (M = 0.92, SD = 0.68), reflecting the inherently visual nature of such events. Sports coverage followed closely (photos: M = 2.18, SD = 1.86; videos: M = 0.86, SD = 0.64) alongside police/crime/courts/legal reporting (photos: M = 2.12, SD = 1.64; videos: M = 0.78, SD = 0.64), indicating that event-driven news categories receive more intensive visual treatment.

Business and economic coverage presented a distinct multimedia profile, with moderate photo usage (M = 1.48, SD = 1.12) but the second-highest hyperlink density (M = 5.74, SD = 3.82), emphasising contextual linking and documentation in financial reporting. Entertainment coverage maintained high multimedia density (photos: M = 1.96, SD = 1.54; videos: M = 0.88, SD = 0.66) but lower hyperlink integration (M = 4.12, SD = 2.84).

• Variations between the websites

Each platform adopted distinct approaches to multimedia integration across thematic categories. Stuff.co.nz maintained consistently higher photo density across most themes, particularly in natural disaster/accident coverage (M = 2.86, SD = 1.94) and sports reporting (M = 2.42, SD = 1.88). USAToday.com showed the highest hyperlink integration across themes, with peak density in political coverage (M = 7.24, SD = 4.86) and business reporting (M = 6.82, SD = 4.12).

TheNationalnews.com’s emphasis on photo galleries was most pronounced in political coverage (28.6% of their galleries) and sports reporting (22.9%), whilst TheGuardian.com maintained consistent multimedia patterns across themes without gallery implementation. These variations suggest platform-specific strategies adapted to different subject matter requirements.

There is a relationship between thematic categories and multimedia density. Event-driven themes (natural disasters, sports, crime) showed higher visual element density (photos, videos, galleries) compared to analysis-heavy themes (politics, business), which demonstrated higher hyperlink density. This pattern remained consistent across platforms despite varying implementation intensities.

Multimedia elements across themes formed distinct clusters: visual-intensive themes (natural disasters, sports, entertainment), context-intensive themes (politics, business), and balanced themes (science/technology, health/medicine). These clusters maintained consistency across platforms whilst showing platform-specific variation in implementation intensity.

These findings reveal fundamental patterns in how thematic content influences multimedia integration in digital journalism. The variations observed indicate that news organisations adapt their multimedia strategies based on both thematic requirements and storytelling opportunities inherent in different subject matter.

• RQ4: What are the distinctive patterns of multimedia usage across different news websites?

Analysis of multimedia implementation across the four news websites revealed clear organisational distinctions in digital content strategies. Each platform displayed unique patterns in its use of photographs, photo galleries, videos, and hyperlinks, pointing to deliberate and differentiated approaches in multimedia deployment (

Table 5. Overall multimedia distribution by website (N = 280).

Website	Photos	Photo Galleries	Videos	Hyperlinks
TheGuardian.com	115 (24.5%)	0 (0%)	42 (21.6%)	228 (17.3%)
TheNationalnews.com	83 (17.7%)	35 (62.5%)	26 (13.4%)	297 (22.5%)
Stuff.co.nz	158 (33.6%)	0 (0%)	68 (35.1%)	314 (23.8%)
USAToday.com	114 (24.2%)	21 (37.5%)	58 (29.9%)	481 (36.4%)
Total	470 (100%)	56 (100%)	194 (100%)	1320 (100%)

).

• Photographic content implementation

Stuff.co.nz emerged as the leading platform in photographic use, contributing 158 photographs (33.6% of total images) and achieving the highest per-article average (M = 2.26, SD = 1.87). This intensive use of images outpaced the more moderate implementations observed on TheGuardian.com (M = 1.64, SD = 0.73) and USAToday.com (M = 1.63, SD = 1.45). TheNationalnews.com recorded the lowest photographic density (M = 1.19, SD = 0.67), suggesting a more conservative visual content strategy.

• Photo gallery integration

Gallery usage varied considerably across platforms. TheNationalnews.com led in this category with 35 galleries (62.5% of the total), averaging 0.50 galleries per article. USAToday.com followed with 21 galleries (37.5%), averaging 0.30 per article (Table 5). In contrast, TheGuardian.com and Stuff.co.nz implemented no photo galleries, reflecting fundamentally different approaches to visual organisation and presentation.

• Video integration

Video usage also highlighted platform-specific preferences. Stuff.co.nz led with 68 videos (35.1% of the total), averaging 0.97 per article (SD = 0.62) (Figure 1). USAToday.com followed with 58 videos (29.9%), averaging 0.83 (SD = 0.58). TheGuardian.com demonstrated moderate video integration (M = 0.57, SD = 0.62), while TheNationalnews.com remained the most restrained (M = 0.37, SD = 0.49).

• Hyperlink integration

USAToday.com demonstrated a strong emphasis on hyperlinking, contributing 481 hyperlinks (36.4% of the total) and averaging 6.87 per article (SD = 4.23). This far exceeded the averages of Stuff.co.nz (M = 4.49, SD = 3.78) and TheNationalnews.com (M = 4.24, SD = 2.89), with TheGuardian.com showing the most conservative approach (M = 3.26, SD = 3.12).

• Content-specific patterns

Across content types, multimedia application varied by platform. Feature articles consistently attracted the highest levels of multimedia enhancement. USAToday.com recorded the greatest density in feature content (M = 2.82 photos, SD = 1.96), while TheNationalnews.com adopted a more restrained approach (M = 2.24 photos, SD = 1.76).

These findings underscore deeper organisational decisions about multimedia use in digital journalism. The patterns observed reflect deliberate editorial strategies, not random variation, with each outlet tailoring its approach to content needs. Stuff.co.nz favours inline visual and video integration to enhance immersion. TheNationalnews.com prioritises structured galleries, suggesting a curated visual style. Meanwhile, USAToday.com emphasises hyperlinks, indicating a strong orientation toward digital interactivity and contextual depth.

The internal consistency of multimedia use across themes and topics further supports the conclusion that these are intentional, well-defined strategies. They likely stem from a mix of editorial goals and technical or resource-based constraints. Ultimately, the effectiveness of digital journalism appears closely tied to the alignment between multimedia tactics and each platform’s operational objectives.

6. Discussion

Multimedia integration into online journalism represents one of the most significant shifts in digital news delivery, reflecting both rapid technological change and evolving organisational priorities (Steensen, 2011; Deuze, 2017). There is widespread recognition that multimedia boosts user engagement and enhances comprehension (Van Krieken, 2018; Ksiazek, 2018).

This research examines multimedia usage across four major international news websites—TheGuardian.com, TheNationalnews.com, USAToday.com, and Stuff.co.nz. Building on earlier work in interactive journalism (Boczkowski, 2004) and newsroom innovation (García-Avilés et al., 2019), our analysis of 280 articles, containing 470 photographs, 56 photo galleries, 194 videos, and 1320 hyperlinks, reveals quite distinct and sometimes surprising multimedia strategies. These patterns both support and challenge what we thought we knew about digital journalism, offering fresh insights into the editorial and operational thinking behind multimedia deployment.

What emerges is that multimedia integration follows complex strategic considerations rather than any standard playbook. The consistent preference for multimedia-rich treatment of staff-produced content suggests newsrooms deliberately prioritise original reporting, perhaps as a way to stand out in an increasingly crowded digital landscape. This backs up earlier arguments by Steensen (2011) that organisational resources and editorial autonomy lie at the heart of multimedia strategy.

Taken together, these findings point to a broader cultural shift in newsrooms: multimedia is not just seen as a nice storytelling add-on anymore, but as an essential part of what digital journalism actually is.

The connection between content type and multimedia integration shows a very considered and adaptive editorial approach to digital storytelling. Feature articles pack in more multimedia (M = 2.28 photos per article compared to M = 1.53 for news), which clearly demonstrates that newsrooms are prioritising visual enhancement for their in-depth reporting. This fits nicely with the broader shift we are seeing in how long-form journalism is evolving within digital formats.

What is particularly interesting is how multimedia use varies by theme. Sports stories, for instance, really lean into using visuals (M = 2.18 photos per article), whereas political coverage makes much greater use of hyperlinks (M = 5.80 links per article). These patterns suggest newsrooms are genuinely thinking about what different kinds of content actually need in terms of multimedia. They also raise some fascinating questions about how these editorial strategies shape the way audiences interact with news. Whilst this study did not capture engagement metrics, future research could delve into how different multimedia combinations affect how stories are consumed, retained, and shared.

Our research questions shaped a multi-faceted analysis of multimedia usage. RQ1, which looked at variation by content type, revealed consistent differences that back up Deuze’s (2017) argument that digital journalism is increasingly content-specific in approach. RQ2, focused on geographic distinctions, highlighted how editorial access and resource availability influence multimedia deployment—findings that really resonate with Zamith’s (2019) work on localisation. RQ3 identified thematic differences in multimedia treatment, whilst RQ4’s cross-platform comparison uncovered some quite distinct organisational approaches. RQ5, which addressed content origin, revealed that staff-produced material typically gets more multimedia investment than wire content—a trend Weber and Rall (2012) also spotted.

As a whole these findings show that multimedia is not an experimental add-on anymore. It has become a routine part of digital news production. Planer (2024) has described this shift as the normalisation of multimedia within newsroom workflows, and this study really confirms that this is happening. Even standard news articles—not just feature formats—are being put together with purposeful visual and interactive elements. Whilst Vázquez-Herrero and Van der Nat (2023) emphasise the transformative potential of interactive storytelling, our findings suggest that everyday news formats are already reflecting carefully crafted multimedia strategies shaped by resource constraints and professional norms.

The differences across platforms, such as Stuff.co.nz’s strong visual focus versus USAToday.com’s emphasis on hyperlinking, really underscore how internal priorities and technical infrastructure shape multimedia use. These variations provide further support for theories that digital innovation is not just driven by technology itself, but by the cultures, capacities, and editorial values within each organisation (Deuze, 2017).

7. Implications for Digital Journalism Practice

These findings offer insights for optimising multimedia integration in online journalism. The higher multimedia usage in feature content (M = 2.28 photos/article) suggests organisations should prioritise resource allocation for in-depth storytelling opportunities. This supports previous research showing that comprehensive multimedia integration enhances audience engagement with complex narratives (Boczkowski & Mitchelstein, 2013).

The marked disparity between staff-produced and wire service content multimedia integration (78.3% vs. 21.7% of total multimedia elements) highlights both challenges and opportunities. Organisations could benefit from developing enhanced presentation strategies for wire service content whilst maintaining their strong multimedia presence in staff-produced stories.

This study’s findings with regard to geographic location (i.e., local vs. foreign) carry practical weight for how newsrooms allocate resources and organise their operations. With 79.4% of multimedia elements concentrated in local reporting, there is a clear proximity advantage that remains underused. Strengthening local multimedia production could raise the overall quality of coverage, while more imaginative approaches are needed to improve the visual and interactive aspects of international news. This supports Thurman and Thurman and Fletcher’s (2018) argument for prioritising local content in the digital era.

The contrasting strategies observed across platforms—Stuff.co.nz’s reliance on visual content compared to USAToday.com’s hyperlink-heavy model—highlight the importance of tailoring multimedia use to each platform’s strengths. Effective strategies must align with both technological infrastructure and audience expectations.

Variations in multimedia use across thematic areas also offer opportunities for targeted enhancements. Sports coverage showed a high volume of visual elements (M = 2.18 photos per article), while political reporting featured dense hyperlinking (M = 5.80 links per article). These patterns suggest that thematic context should directly influence how multimedia tools are deployed.

Maintaining consistent quality across platforms and content types remains critical. News organisations must refine their multimedia practices continually. This development reflects broader shifts in digital journalism (Steensen, 2011) and the ongoing challenge of maintaining audience engagement (Ksiazek, 2018).

The findings offer more than just short-term fixes. They point toward strategic priorities for the future of digital journalism. Achieving this calls for regular reassessment of multimedia strategies and the flexibility to adapt to evolving technologies and user expectations.

In this landscape, audience feedback should play a larger role in shaping editorial decisions. Data sources like interaction metrics, click patterns, and heatmaps can provide crucial insights into how users engage with content. By using such data, newsrooms can make more informed, responsive decisions—ensuring multimedia innovations genuinely reflect user needs, rather than simply mirroring technical capabilities. This approach supports both relevance and long-term sustainability.

8. Conclusions

This study explores how multimedia is used across four major international news websites, shedding light on the shifting dynamics of digital journalism. The findings reveal marked differences in how media organisations deploy multimedia, depending on the type of content, geographic focus, and thematic emphasis. These insights deepen our grasp of current journalistic practices in the digital realm.

Distinct patterns became evident. Content type, geographic reach, and the origin of reporting each play a significant role in shaping multimedia strategy. Articles produced by in-house staff featured richer multimedia, especially in stories with a local angle. This points to a deliberate and strategic investment of resources. The link between proximity and multimedia presence is striking; nearly 80% of multimedia elements appeared in local news stories. This suggests that being physically close to events, along with resource access, strongly affects how digital stories are built.

Each news outlet approached multimedia in its own way. Stuff.co.nz leaned heavily on visual storytelling. In contrast, TheGuardian.com adopted a more even-handed method. These differences suggest that multimedia strategies are shaped by internal factors such as technical systems, editorial capacity, and audience needs.

This research makes several key contributions to our understanding of multimedia journalism. It backs theoretical frameworks proposed by Steensen (2011) on the evolution of digital reporting. The breakdown by content source also offers new insight into how staff-generated and wire stories are handled online. By comparing platforms, this study uncovers the organisational logics behind multimedia choices, adding to broader debates around newsroom strategy and editorial decision-making in the digital age.

The findings on the geographic focus (foreign vs. local) add weight to ongoing discussions around localisation in journalism. They underscore how proximity influences how digital content is crafted, pointing to the need for nuanced, context-aware approaches to multimedia use in a global media landscape.

While this research provides valuable insights into contemporary multimedia journalism practices, several limitations should be considered when interpreting these findings. The three-month sampling period, while providing robust data for analysis, may not capture seasonal variations or longer-term trends in multimedia integration. The focus on four English-language news websites, while offering international perspective, may not fully represent global patterns in digital journalism. The analysis also cannot account for organisational decision-making processes or resource constraints that influence multimedia integration strategies. Future research might benefit from combining content analysis with newsroom ethnography or interviews with editors to better understand the factors influencing multimedia implementation decisions.

9. Suggestions for Future Research

Future research could explore how multimedia integration patterns evolve over time through longitudinal studies, examine audience engagement with different multimedia strategies, and investigate the relationship between organisational resources and multimedia capabilities. Additionally, further investigation into hyperlinks within online news stories would be beneficial, particularly examining whether these hyperlinks direct users to internal content or external sources, as this distinction may reveal important insights into the use of interactive storytelling and sourcing practices in digital news environments. The impact of emerging technologies, particularly artificial intelligence and automation, also warrants investigation as these may address current resource constraints in multimedia deployment.