What journalists retweet: Opinion, humor, and brand development on Twitter

Abstract

Using Twitter, journalists may pass along comment from other users without, at least ostensibly, taking accountability for that message. Minimizing responsibility and editorial oversight, as is the case with retweets, allows a different view of individual journalists as gatekeepers. Through a qualitative textual analysis, this study finds that journalists are challenging norms of objectivity and independence on Twitter. Journalists frequently pass along subtle interpretation and analysis rather than strong opinions. Many retweets are humorous, sometimes even at journalism’s expense. Journalists also retweet many messages about themselves, working to build a personal brand and relationships with their audience. Implications for journalists, their industry, and the audience are discussed.