Media work, identity, and the motivations that shape branding practices among journalists: An explanatory framework
Genre
Journal articleDate
2018-11-09Department
JournalismSubject
BrandingBranding alignment hypothesis
Impression management
Journalism
Media work
Motivations
Personal branding
Social media
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http://hdl.handle.net/20.500.12613/394
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https://doi.org/10.1177%2F1461444818809392Abstract
This study offers a new way of understanding the motivations that influence media workers’ impression management (or branding) in the social media era. Amid the growing insecurity of media work generally and the particular pressures of branding oneself and promoting one’s employer online, our research introduces a framework through which to interpret the forces and factors—internal (social–psychological) and external (environmental)—that shape how and why media professionals engage in branding. Through a first-of-its-kind survey of a broad cross-section of journalists (N = 642), this study proposes, tests, and confirms a branding alignment hypothesis. This typology sheds light on how branding activity aligns with individual, organizational, and institutional motivations as well as professional identities. Importantly, the study shows how branding is manifested over and above social media dynamics alone and reveals how “self-made” and “company” journalists differ in how they promote themselves, their employers, and the journalism occupation.Citation
Molyneux L, Lewis SC, Holton AE. Media work, identity, and the motivations that shape branding practices among journalists: An explanatory framework. New Media & Society, 2019 (Vol 21, Iss 4) pp. 836-855. Copyright © 2018 (The Author(s)). DOI: 10.1177/1461444818809392.Citation to related work
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New Media & Society, 2019, Vol. 21, Issue 4ADA compliance
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http://dx.doi.org/10.34944/dspace/377
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