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    How journalists engage in branding on Twitter: individual, organizational, and institutional levels

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    Molyneux-PostPrint-2017-04-18.pdf
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    Genre
    Post-print
    Date
    2017-04-18
    Author
    Molyneux, Logan cc
    Holton, Avery E.
    Lewis, Seth C.
    Department
    Journalism
    Subject
    Branding
    Brand enactment
    Identity
    Journalistic branding
    Journalistic roles
    Social media
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/402
    
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    DOI
    https://doi.org/10.1080/1369118X.2017.1314532
    Abstract
    In a social media age, branding is an increasingly visible aspect of identity construction online. For media professionals generally and journalists especially, branding on spaces such as Twitter reveals the complicated set of forces confronting such public-facing actors as they navigate tensions between personal disclosure for authenticity and professional decorum for credibility, and between establishing one’s own distinctiveness and promoting one’s employer or other stakeholders. While studies have begun to reveal what journalists say about branding, they have yet to provide a broad profile of what they do. This study takes up that challenge through a content analysis of the Twitter profiles and tweets of a representative sample of 384 U.S. journalists. We focus on the extent of branding practices; the levels at which such branding occurs, whether to promote one’s self (individual), one’s news organization (organizational), or the journalism profession at large (institutional); and how other social media practices may be related to forms of journalistic branding. Results suggest that branding is now widely common among journalists on Twitter; that branding occurs at all three levels but primarily at the individual and organizational levels, with organizational branding taking priority; and that time on Twitter is connected with more personal information being shared.
    Citation
    Logan Molyneux, Avery Holton & Seth C. Lewis (2018) How journalists engage in branding on Twitter: individual, organizational, and institutional levels, Information, Communication & Society, 21:10, 1386-1401, DOI: 10.1080/1369118X.2017.1314532
    Citation to related work
    Routledge
    This is an Accepted Manuscript of an article published by Taylor & Francis in Information, Communication & Society on April 18, 2017, available at http://wwww.tandfonline.com/10.1080/1369118X.2017.1314532.
    Has part
    Information, Communication & Society, Vol. 21, 2018, Issue 10
    ADA compliance
    For Americans with Disabilities Act (ADA) accommodation, including help with reading this content, please contact scholarshare@temple.edu
    ae974a485f413a2113503eed53cd6c53
    http://dx.doi.org/10.34944/dspace/385
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