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Making the most of Twitter: How technological affordances influence Swedish journalists’ self-branding
University West, School of Business, Economics and IT, Division of Media and Design. University of Gothenburg (SWE).ORCID iD: 0000-0003-1765-4812
2017 (English)In: Journalism - Theory, Practice & Criticism, ISSN 1464-8849, E-ISSN 1741-3001, Vol. 21, no 5, p. 670-687Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
Sage Publications, 2017. Vol. 21, no 5, p. 670-687
Keywords [en]
Branding, journalism, journalists, mediatization, quantitative content analysis, social media, social media logic, technological affordances, Twitter
National Category
Media Studies
Identifiers
URN: urn:nbn:se:hv:diva-19413DOI: 10.1177/1464884917734054OAI: oai:DiVA.org:hv-19413DiVA, id: diva2:1715256
Available from: 2022-12-01 Created: 2022-12-01 Last updated: 2022-12-23Bibliographically approved

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Hedman, Ulrika

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