Journalistic branding on Twitter: a representative study of Australian journalists’ profile descriptions

Hanusch, Folker & Bruns, Axel (2017) Journalistic branding on Twitter: a representative study of Australian journalists’ profile descriptions. Digital Journalism, 5(1), pp. 26-43.

[img] Accepted Version (PDF 206kB)
Administrators only until September 2017 | Request a copy from author

View at publisher

Abstract

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.

Impact and interest:

0 citations in Scopus
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 94315
Item Type: Journal Article
Refereed: Yes
Keywords: branding, journalist, persona, profile, self-description, social media, Twitter
DOI: 10.1080/21670811.2016.1152161
ISSN: 2167-0811
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > JOURNALISM AND PROFESSIONAL WRITING (190300) > Journalism Studies (190301)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Studies (200101)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Schools > School of Media, Entertainment & Creative Arts
Funding:
Copyright Owner: Copyright 2016 Taylor & Francis
Deposited On: 30 Mar 2016 03:02
Last Modified: 20 Jan 2017 06:06

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page