Icelandic audiences can participate by posting comments on some news sites (not all of them allow comments). In order to comment, audiences normally need to do this through linking their social media accounts, usually Facebook, as anonymous comments are usually not allowed on the mainstream sites. According to the interviewees, the comments were reviewed when there was time and on ad hoc basis, but normally, there wasn’t a systematic review process in place. Audiences can also publish letters in the main newspapers and on news sites. There was usually one member of staff (not a journalist) who read through the letters to make sure they could be published, said the interviewees. They added that the newspapers and websites try to be as open as possible when it came to publishing such material. Icelandic newspapers are considered very open to articles from ordinary people and devote considerable space to them. E-mail addresses for the news media outlets and journalists are publicised, and people are encouraged to get in touch. The Icelandic news media is also very open to using photos and video recordings from Icelandic audiences on the scene when a newsworthy event takes place.
The public broadcasting service RÚV has, in recent years, made various efforts to connect with its audiences, for example, by holding open meetings throughout the country for people to discuss programme matters and continuing to invite people to comment and ask questions on its online site. RÚV also organises events at its premises and welcomes group visitors (such as schools). Its online news site, however, is not open to reader comments.
Furthermore, research indicates (Jóhannsdóttir, 2021) that Icelanders are reluctant to embrace the participatory possibilities enabled by digital media. Only a small minority actively engages with the news.
