Emotional narratives not only shape the public debate, but also intensify reporting and create a stronger bond with the audience. In an interview with the Fachjournalist, communication scientist Margreth Lünenborg emphasizes that emotions play an essential role in journalism, and this is not limited to tabloid formats.

In times of multiple crises, emotions such as fear and uncertainty dominate, while at the same time the media can promote empathy, compassion and solidarity - for example at times of collective mourning. Lünenborg emphasizes that emotions do not contradict rationality, rather, they help to classify facts and make them socially effective.

However, emotionally charged content can also pose risks, such as contributing to polarization in the current migration debate and creating a disconnect from fact-based journalism. In the digital space, emotional appeal often determines visibility, which is a challenge in the battle for interpretative sovereignty. Lünenborg therefore calls for strategies that go beyond clickbaiting, as well as more reflection on journalistic self-image. Journalists should be aware of the impact of emotional content and take responsibility for how they employ it. So far, there has been a lack of systematic engagement with emotions as a professional resource in training. Reflective integration of emotionality is essential for sustainable journalism.