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Making the most of Twitter: How technological affordances influence Swedish journalists’ self-branding
Högskolan Väst, Institutionen för ekonomi och it, Avd för medier och design. University of Gothenburg (SWE).ORCID-id: 0000-0003-1765-4812
2017 (engelsk)Inngår i: Journalism - Theory, Practice & Criticism, ISSN 1464-8849, E-ISSN 1741-3001, Vol. 21, nr 5, s. 670-687Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Journalists are among the most frequent users of Twitter, and Twitter has become an important platform for personal branding. Social media logic promotes not only a chase for virality and impressive metrics but also a mix of professional, personal, and private content, as well as sharing, interaction, and dialogue. Focusing one aspect of social media logic, the aim of this study is to analyze how the technological affordances of Twitter shape journalists’ self-branding in their account presentations and whether there are differences between groups of journalists. The study draws on a quantitative content analysis of Swedish journalists’ Twitter presentations and account information (N = 2543). The findings suggest that Swedish journalists on Twitter brand themselves as being more audience oriented, networking, and individualistic, projecting a mixed identity including both professional and personal features, and that social media logic influence journalists’ self-branding.

sted, utgiver, år, opplag, sider
Sage Publications, 2017. Vol. 21, nr 5, s. 670-687
Emneord [en]
Branding, journalism, journalists, mediatization, quantitative content analysis, social media, social media logic, technological affordances, Twitter
HSV kategori
Identifikatorer
URN: urn:nbn:se:hv:diva-19413DOI: 10.1177/1464884917734054OAI: oai:DiVA.org:hv-19413DiVA, id: diva2:1715256
Tilgjengelig fra: 2022-12-01 Laget: 2022-12-01 Sist oppdatert: 2022-12-23bibliografisk kontrollert

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