Controversies Over Journalistic Social Media Influencers

“Social Media Reality” Practices Expanding the Boundaries of Journalism

Bibliographic Data

ID12909571
AuthorsTuija Aalto (Tampere University, corresponding author), Meri Frig (0000-0001-5964-8125, Aalto University)
Year2026
Pages1-18
Publication date2026-02-19
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism Practice (JOURNAL)
Journal identifiersISSN: 1751-2786 • E-ISSN: 1751-2794
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/17512786.2025.2612547
OpenAlexW7130545700
LanguageEN
References cited66

Tensions have arisen from journalists increasingly capitalising on their visibility as social media influencers (SMIs). In this paper, we analyse a diverse set of media texts published between 2019 and 2023debating journalists’ engagement in commercial collaborations. We define JSMIs as independent media professionals who self-identify as both journalists and social media influencers and combine editorial and commercial work as SMIs on social media platforms. Our findings reveal a clash of norms between traditional media and the new “social media reality”. Precisely, the findings show that JSMIs are called upon to account for their actions regarding three distinct themes: monetisation practices, social responsibility and visibility skills. The study advances scholarship on the blurring boundaries between journalism and influencer culture, showing how JSMIs negotiate legitimacy and articulate a personal ethos of responsibility in hybrid roles

Citizen journalism · Citizen media · Journalism · News media · Social media · Technical Journalism · Media Influence and Politics · Media Studies and Communication · Social Media and Politics

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Open DOIOpen Access