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Folker Hanusch
@fhanusch | folker.hanusch@qut.edu.au
Axel Bruns
@snurb_dot_info | a.bruns@qut.edu.au
Digital Media Researc...
• Digital transformations of journalistic work
• Importance of social network sites for:
– Accountability
– Newsgathering
...
• Importance of self-presentation on identity
(Goffman, 1959) on Twitter
• Notion of self-branding, which
“combines the cu...
• Four dilemmas for journalists on Twitter:
– Information or interaction
– factual information or opinions
– personal or p...
• Sample: 4189 journalists’ Twitter profiles
(estimated Australian journalist population 8-
10,000)
• Twitter account deta...
Digital Media Research Centre
Verified account 43.3%
Protected account 0.5%
Provides a description in profile 96.9%
Averag...
Digital Media Research Centre
Gender
Male Female V
Verified account 44.5% 42.3%
Provides a description in profile 97.3% 96...
Digital Media Research Centre
Geographic location
Regional Metropolitan V
Verified account 24.8% 51.2% .241***
Provides a ...
Digital Media Research Centre
Main platform
Digital Newspaper
Commercial
Broadcast
Public
Service
Broadcast
V
Verified acc...
• Twitter increasingly important to be visible, influential
and employable
• Australian journalists overwhelmingly taking ...
• Important distinctions in terms of location and
type of platform:
– Metropolitan journalists most embracing of
professio...
Digital Media Research Centre
@fhanusch
@snurb_dot_info
http://qut.edu.au/research/dmrc
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Journalistic Branding on Twitter: An Exploratory Study of Australian Journalists

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Paper by Folker Hanusch and Axel Bruns, presented by Folker Hanusch at the International Communication Association Conference in Fukuoka, Japan, 9-13 June 2016.

Published in: News & Politics
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Journalistic Branding on Twitter: An Exploratory Study of Australian Journalists

  1. 1. Folker Hanusch @fhanusch | folker.hanusch@qut.edu.au Axel Bruns @snurb_dot_info | a.bruns@qut.edu.au Digital Media Research Centre @qutdmrc Journalistic branding on Twitter An exploratory study of Australian journalists
  2. 2. • Digital transformations of journalistic work • Importance of social network sites for: – Accountability – Newsgathering – Brand loyalty (Canter, 2013) • Branding on Twitter relatively understudied • Yet, importance of branding for journalists increasing Digital Media Research Centre Introduction
  3. 3. • Importance of self-presentation on identity (Goffman, 1959) on Twitter • Notion of self-branding, which “combines the curation of an online branded persona with the strategic management of social relationships” (Gandini 2015, 2). • Benefits of branding: – Building economic capital in a world of precarity – Building social capital to increase influence Digital Media Research Centre Branding on Twitter
  4. 4. • Four dilemmas for journalists on Twitter: – Information or interaction – factual information or opinions – personal or professional persona – implicit or explicit self-promotion (Brems et al. 2015) • Importance of examining profile information to identify trends in journalistic branding and about mixing personal and professional aspects Digital Media Research Centre Branding on Twitter
  5. 5. • Sample: 4189 journalists’ Twitter profiles (estimated Australian journalist population 8- 10,000) • Twitter account details retrieved via Twitter API using command-line tool t (Michaels-Ober 2014) • Data captured on 10 September, 2015 • Subsequent manual coding for range of demographic and work-related characteristics of Twitter users and profile information Digital Media Research Centre Methodology
  6. 6. Digital Media Research Centre Verified account 43.3% Protected account 0.5% Provides a description in profile 96.9% Average length of description (chars) 94.5 (SD 42.7) Provides location 84.1% Identifies as journalist 94.6% Identifies employer 90.7% Provides URL 57.1% Provides email address 17.1% Asking for story ideas 5.3% Disclaimers “Views my own” 30.8% “Retweets do not equal endorsement” 4.8% Provides personal information 40.5% Number of Lists (Median) 25 Number Following (Median) 636 Number Followers (Median) 756
  7. 7. Digital Media Research Centre Gender Male Female V Verified account 44.5% 42.3% Provides a description in profile 97.3% 96.6% Identifies as journalist 94.8% 94.5% Identifies employer 91.3% 90.2% Provides URL 59.6% 54.7% .049** Provides email address 15.1% 18.9% .050** Asking for story ideas 4.3% 6.3% .044* "Views my own" 27.6% 33.9% .069*** "Retweets do not equal endorsement" 4.5% 5.0% Provides personal information 39.6% 41.3%
  8. 8. Digital Media Research Centre Geographic location Regional Metropolitan V Verified account 24.8% 51.2% .241*** Provides a description in profile 93.0% 98.5% .144*** Identifies as journalist 88.4% 97.2% .176*** Identifies employer 81.0% 94.9% .219*** Provides URL 47.3% 61.1% .125*** Provides email address 14.8% 18.1% .039* Asking for story ideas 6.2% 4.9% "Views my own" 37.0% 28.5% .083*** "Retweets do not equal endorsement" 4.0% 5.0% Provides personal information 45.8% 38.5% .068***
  9. 9. Digital Media Research Centre Main platform Digital Newspaper Commercial Broadcast Public Service Broadcast V Verified account 49.1% 42.7% 47.2% 39.2% .061** Provides a description in profile 99.3% 96.1% 97.1% 98.3% .062** Identifies as journalist 94.8% 92.9% 96.3% 97.4% .087*** Identifies employer 93.3% 88.4% 91.7% 95.6% .103*** Provides URL 71.2% 58.2% 38.5% 64.1% .193*** Provides email address 26.2% 18.0% 15.0% 13.8% .081*** Asking for story ideas 8.6% 3.8% 6.9% 5.9% .070*** "Views my own" 23.2% 28.4% 25.0% 43.3% .151*** "Retweets do not equal endorsement" 2.2% 3.3% 2.0% 10.6% .155*** Provides personal information 43.4% 45.8% 32.8% 32.0% .133***
  10. 10. • Twitter increasingly important to be visible, influential and employable • Australian journalists overwhelmingly taking to Twitter • Majority stick to professional persona in profile information, but significant number also mix professional and personal characteristics • Journalists still experimenting with branding the self • Significant degree of caution – one-third post disclaimers Digital Media Research Centre Conclusion
  11. 11. • Important distinctions in terms of location and type of platform: – Metropolitan journalists most embracing of professional persona – Journalists at digital outlets most extensively mixing professional and personal characteristics – PSB journalists more wary of mixing professional and personal persona Digital Media Research Centre Conclusion
  12. 12. Digital Media Research Centre @fhanusch @snurb_dot_info http://qut.edu.au/research/dmrc

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