Journalistic Branding on Twitter

A representative study of Australian journalists’ profile descriptions

Bibliographic Data

ID7500664
AuthorsFolker Hanusch (0000-0002-7344-0483, corresponding author), Axel Bruns (0000-0002-3943-133X, corresponding author)
Year2016
Volume5
Issue1
Pages26-43
Publication date2016-03-11
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueDigital Journalism (JOURNAL)
Journal identifiersISSN: 2167-0811 • E-ISSN: 2167-082X
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/21670811.2016.1152161
OpenAlexW2308958835
LanguageEN
Citations received72
References cited17

While journalism scholarship on Twitter has expanded significantly in recent years, journalists’ use of the social networking platform for self-promotion and branding has only recently received attention. Yet, as Twitter is becoming important for journalists to build economic and social capital, journalistic branding is increasingly relevant to study. This article reports the results from a study of 4189 Australian journalists’ Twitter accounts to examine their approaches to self-presentation and branding in their profile information. We find that journalists self-identify primarily through professional characteristics, but a significant number also mix this with personal information. Yet, they are also wary of providing personal information, with one-third including a disclaimer that their views are their own. Whereas only small differences could be found along gender lines, more significant differences existed in terms of whether journalists worked in metropolitan or regional areas and the nature of their employers’ main platform of distribution

Advertising · Business · Disclaimer · Journalism · Media studies · Metropolitan area · Political science · Politics · Presentation (obstetrics · Promotion (chess · Public relations · Scholarship · Social media · Sociology · Media Studies and Communication · Public Relations and Crisis Communication · Social Media and Politics

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