Faculty Profile

Mona Kristin Solvoll

Associate Professor - Department of Communication and Culture

Biography

Mona Solvoll is associate professor of communication at BI Norwegian Business School. Solvoll received her Ph.D. degree in organisational theory in 2009 from BI Norwegian Business School. Prior to her Ph.D. Solvoll studied media and communication at the University of Oslo.

At BI Norwegian School of Management Solvoll teaches classes in digital communication, media economy and strategic media planning at various levels.
Solvoll is the research leader of the project Digitization and Diversity in the Media Sector. Her research focus is digital business models in local newspapers. Solvoll’s current research interests within communication is the field of social media, public affairs and PR agencies.

Publications

Olsen, Ragnhild; Kammer, Aske & Solvoll, Mona K (2019)

Paywalls? Impact on Local News Websites? Traffic and Their Civic and Business Implications

Journalism Studies Doi: 10.1080/1461670X.2019.1633946

Kampen Kristensen, Linn-Birgit & Solvoll, Mona K (2019)

Digital payments for a digital generation. Disruptive technology in book and local newspaper industries

Nordic Journal of Media Studies, 1, s. 125- 136. Doi: 10.2478/njms-2019-0008 - Full text in research archive

Digitalization is both a major cause of the challenges now faced by several media industries and a source of their potential solutions. Within the book and newspaper industries, the value of the physical product is about to be surpassed by that of digitally delivered content, disrupting the distribution system that these industries have relied on for many decades. In particular, digital distribution has radically changed the way in which consumers engage in unpaid and paid media consumption. Anchored in the notion of disruptive innovation, and more specifically related to the idea of distribution as disruptive technology, our study investigates Generation Z’s unpaid and paid consumption of digital books and online local newspapers. Drawing on two Norwegian audience surveys, we find that both industries involve at least one disruptive actor. Generation Z relies heavily on Facebook as a distribution channel for news. Paywalls have a negative effect on the usage of paid online local news, despite the belief that paywalled news is better than free news. In the Norwegian book industry, paper books still have a very strong position among Generation Z. Audiobooks have greater usage than e-books, and we conclude that the real disruptive actor in the Norwegian book industry is the streaming of audiobooks by actors such as Storytel.

Olsen, Ragnhild & Solvoll, Mona K (2018)

Bouncing off the Paywall – Understanding Misalignments Between Local Newspaper Value Propositions and Audience Responses

JMM - The International Journal on Media Management, s. 174- 192. Doi: 10.1080/14241277.2018.1529672

Olsen, Ragnhild & Solvoll, Mona K (2018)

Reinventing the business model for local newspapers by building walls

Journal of Media Business Studies, 15(1), s. 24- 41. Doi: 10.1080/16522354.2018.1445160

Using a business model lens, we analyse local newspapers’ paywall strategies and ask how monetisation has affected the newspapers’ offerings to users and advertisers. Based on interviews with 20 local newspapers in Norway, findings suggest that paywalls represent two different strategies: A brake strategy in the user market, whereby the newspaper targets existing customers with bundled and differentiated products to secure subscription revenue and protect print from web cannibalisation. In addition, an acceleration strategy, in the advertiser market, focused on improving services with more relevant and valuable audiences and user behaviour insights from user data harvesting. Local newspapers have been relatively successful with balancing these two strategies, providing some optimism on paywalls’ potential contribution to the funding of local journalism.

Bang, Tor & Solvoll, Mona K (2017)

Secrets of Public Affairs

van Ruler, Betteke; Smit, Iekje, Ihlen, Øyvind & Romenti, Stefania (red.). How strategic communication shapes value and innovation in society

Bang, Tor & Solvoll, Mona K (2016)

Åpenhet om kommunikasjonsbransjens hemmeligheter

Alm, Kristian; Brown, Richard Mark & Røyseng, Sigrid (red.). Kommunikasjon og ytringsfrihet i organisasjoner

Solvoll, Mona K (2016)

Football on Television: How has the coverage of the Cup Finals in Norway changed from 1961 to 1995?

Media Culture and Society, 38(2), s. 141- 158. Doi: 10.1177/0163443715594033

The aim of this study is two-fold: first, to investigate how the production practices of the TV coverage of the Norwegian Men’s Football Cup Final rely on journalism, drama and entertainment and, second, to analyse how the production practice has changed in the period 1961–1995. I conducted a visual analysis of 12 Cup Finals, transmitted on NRK, the Norwegian public service broadcaster, using Whannel’s triangular model. In my study, I found that there was a tendency that entertainment and journalism merged into ‘infotainment’, without disturbing the journalistic convention that formed the base of all the coverage. The dramatic convention played a minor role in the coverage.Elements from this genre increased, significantly in the 1990s when the monopoly of NRK was broken. The practice of producing the Cup Final in NRK has not followed a gradual and linear development. Rather, the production practice continually undergoes changes. The modifications and adjustments are constantly testing the legitimate limits for how the practice can balance between entertainment, journalism and drama without distressing the values of a public service broadcaster.

Bang, Tor & Solvoll, Mona K (2015)

Commodifying and Politicising Insight. A Case of Mediated Debate of Revolving Doors in Norway.

Catellani, Andrea; Zerfass, Ansgar & Tench, Ralph (red.). Communication Ethics in a Connected World

Solvoll, Mona K & Bang, Tor (2014)

Medieøkonomiske begreper

Bang, Tor & Solvoll, Mona K (red.). Medieøkonomi: Konflikt og samspill

Solvoll, Mona K & Bang, Tor (2014)

Medienes inntektskilder

Bang, Tor & Solvoll, Mona K (red.). Medieøkonomi: Konflikt og samspill

Solvoll, Mona K (2014)

Mediemarkeder

Bang, Tor & Solvoll, Mona K (red.). Medieøkonomi: Konflikt og samspill

Bang, Tor; Barland, Jens, Krumsvik, Arne H., Roppen, Johann & Solvoll, Mona K (2014)

Brukerinvolvering: fra passive mottakere til aktive produsenter

Bang, Tor & Solvoll, Mona K (red.). Medieøkonomi: Konflikt og samspill

Bang, Tor & Solvoll, Mona K (2014)

Medieøkonomi: Konflikt og samspill

Cappelen Damm Akademisk.

Solvoll, Mona K & Larsen, Svein (2011)

Medieplanlegging

Fagbokforlaget.

Solvoll, Mona K. (2009)

Organisering av Wikipedia - hvilken rolle spiller administratorene?

Norsk Medietidsskrift, 16(3), s. 252- 272.

Solvoll, Mona K (2008)

Pedagogiske bruk av Wikipedia

Digital kompetanse - Nordic journal of digital literacy, s. 222- 231.

Johnsen, Hallvard W. & Solvoll, Mona K (2007)

The demand for televised football

European Sport Management Quarterly, 7(4), s. 311- 335.

Solvoll, Mona K (2018)

Facebook satser på lokale nyheter

Aftenposten [Avis]

Solvoll, Mona K; Olsen, Ragnhild & Gran, Anne-Britt (2018)

NRK + lokalaviser = sant?

NRK [Kronikk]

Solvoll, Mona K; Gran, Anne-Britt & Olsen, Ragnhild (2018)

Det gis inntrykk av at 40 prosent av befolkningen bruker NRK på nett mer etter et betalings­murene kom. Men det er ikke riktig

Medier24 [Kronikk]

Solvoll, Mona K (2017)

Betalingsmur bra for lokalaviser

Kampanje [Fagblad]

Solvoll, Mona K (2017)

Betalingsmur fra for lokalaviser

Dagens Næringsliv [Avis]

Bang, Tor & Solvoll, Mona K (2015)

Svingdører mellom politikk og PR

Inside [Fagblad]

Solvoll, Mona K (2015)

Skavlans dannete gjestebud

Vårt Land [Avis]

Solvoll, Mona K (2015)

Konfirmasjonsvideoer tar nettet med storm

Dagen [Avis]

Solvoll, Mona K (2015)

Tallene som viser at Champions League-finalen er større enn Super Bowl

Harstad Tidende [Avis]

Solvoll, Mona K (2015)

Gir bort betalt innhold

Klassekampen [Avis]

Solvoll, Mona K (2015)

Går i strupen på avisene

Klassekampen [Avis]

Gran, Anne-Britt; Olsen, Ragnhild & Solvoll, Mona K (1)

NRK konkurrer i liten grad ut lokale nettaviser https://www.dn.no/avisen/dn_2018-03-20/29

Dagens næringsliv [Kronikk]

Solvoll, Mona K (2019)

Paywalls, decision making and the garbage can model

[Academic lecture]. Behind the paywall - A Cross-Thematic Conference.

Olsen, Ragnhild; Solvoll, Mona K & Kammer, Aske (2018)

Civic and business implications of paywalls for local newspapers

[Academic lecture]. 7th European Communication Conference ECREA 2018.

Solvoll, Mona K; Bang, Tor & Buhmann, Alexander (2018)

Vi stoler på kommunens nettsider, men er ikke fornøyd med innholdet

[Popular scientific article]. BI Business Review

Solvoll, Mona K & Larsson, Anders Olof (2018)

The (non) use of likes, comments and shares in local online newspapers

[Academic lecture]. Norsk Medieforskerkonferanse.

Bang, Tor; Solvoll, Mona K & Reithaug, Kristine (2018)

#metoo and sexual harassment within a political party - crisis communications in social media

[Academic lecture]. EUPRERA 2018.

Purpose: The purpose of this paper is to demonstrate the complexity of crisis communication when social media is being used as channel. Design/methodology/approach: Single case study was used in addition to qualitative content analysis Findings: The paper provided insight into how personal communication mixed with organisational communication are challenging an organisation’s choice of crisis response strategies as key actors interpret and react to crisis differently. Research limitations/implications: The single case study only included some of the communication processes within the crisis and only for a period of one month Practical implications: The paper provides indicators of the complexity of an organisation’s crises responses. It demonstrates the value of understanding of social media provides an unpredictability and loss of control, challenging the traditional way of communicating with “one voice”

Kristensen, Linn-Birgit Kampen & Solvoll, Mona K (2018)

Digital Generation and disruptive innovation - how a generation Z is hijacking media content (Working paper)

[Academic lecture]. European Media Management Association Annual Conference.

Olsen, Ragnhild; Solvoll, Mona K & Gran, Anne-Britt (2018)

Medier & Demokrati-rapport 2018:1

[Report]. Medier & Demokrati Lindholmen Science Park.

Svensk rapport utarbeidet av Medier & Demokrati-prosjektet ved Lindholmen Science Park, Gøteborg,

Olsen, Ragnhild; Solvoll, Mona K & Gran, Anne-Britt (2018)

Digitalisering av lokalt mediebruk. DnD-rapport 1

[Report]. Centre for Creative Industries.

Solvoll, Mona K (2018)

Do you read me? Users dislike ads, content marketing and paywalls

[Academic lecture]. WMEMC.

Solvoll, Mona K (2017)

Annonse+ Annonsepotensialet for digitale lokalaviser med brukerbetaling

[Report]. Handelshøyskolen BI.

Olsen, Ragnhild Kristine & Solvoll, Mona K (2017)

The Potential of Paywalls to Attract New Subscribers? Business Models in Local Online Norwegian Newspapers

[Academic lecture]. EMMA 2017.

The topic of this paper is the introduction of paywalls in ultra local online newspapers. Our analysis apply a double lens approach: First, we investigate what value proposition the newspapers offer, based on interviews with commercial leaders in 20 Norwegian local newspapers. Second, we explore how users received this value proposition in terms of attitude and use, based on national survey data from 1586 respondents among local media users. Our findings suggest that the newspapers apply a problematic preservation strategy as valuable customers, such as young segments, do not subscribe to the newspapers and are locked out by the paywall. Other customers who have access to paywalled content, such as older print subscribers, have reduced the time spent on reading online local news. Online local news is not perceived as valuable, niche content worth paying for, despite overall high news interest. We argue the paywall is a shortsighted defensive, business model innovation, which drives away younger readers and pave the road for substitute offerings. These findings give cause for concern as a thinner use of local newspapers may result in a less informed local citizenry.

Bang, Tor; Solvoll, Mona K & Buhmann, Alexander (2017)

Stoler på kommunens nettsider

[Popular scientific article]. Communication for Leaders, 4(1), s. 18- 19.

Bang, Tor & Solvoll, Mona K (2016)

Secrets of Public Affairs

[Academic lecture]. EUPRERA 2016 Congress, Let's Talk Society. How strategic commununication shapes value and innovation in society..

Solvoll, Mona K (2015)

Ads behind the paywall

[Academic lecture]. The European Symposium on Media Policy 2015.

Solvoll, Mona K & Bang, Tor (2015)

Tre typer åpenhet i PR-bransjen

[Popular scientific article]. Magma - Tidsskrift for økonomi og ledelse, s. 14- 15.

Solvoll, Mona K (2015)

Ads behind the paywall – for better or worse?

[Academic lecture]. The European Symposium on Media Policy 2015.

Bang, Tor & Solvoll, Mona K (2015)

Communication Competencies + Business Acumen = Employability. How PR Students at a Business School Value Their Education

[Academic lecture]. Euprera 2015: THE MANAGEMENT GAME OF COMMUNICATION:.

Solvoll, Mona K (2014)

Lykkelig som kikker på Facebook

[Popular scientific article]. BI Business Review

Solvoll, Mona K & Bang, Tor (2014)

Commodifying and politicizing insight: A case of mediated debate in Norway

[Academic lecture]. Forskerkonferanse.

Academic Degrees
Year Academic Department Degree
2009 BI Norwegian Business School Ph.D.
1999 University of Oslo Master Cand. Philol.
1996 University of Stavanger Bachelor
Work Experience
Year Employer Job Title
2009 - Present BI Norwegian Business School Associate Professor
2002 - 2009 BI Norwegian Business School Lecturer