TY - JOUR
T1 - Journalists’ Ideological Branding
T2 - Bridging Professional and Personal Branding on Twitter
AU - Kedem, Arnon
AU - Neiger, Motti
N1 - Publisher Copyright: © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - Previous scholarship has identified three levels of journalists’ brand identity: individual, organizational, and institutional. Based on an exploration of Israeli journalists on the Hebrew-speaking Twittersphere during three consecutive election campaigns (2019–2021), this paper wishes to offer an additional level: Ideological Branding. Such branding is based on journalists’ ideological, political, social, economic, and religious viewpoints as well as their biography and networks of friends. It functions as a bridge that connects and integrates the professional and personal levels. The study employed a mixed-method approach, including in-depth interviews and quantitative and qualitative content analysis of 10 prominent Israeli journalists’ Twitter profiles and political tweets (N = 2,758). The findings reveal that journalists, in general, and conservative ones in particular, are normalizing their political messages as legitimate journalistic narratives within mainstream media by effectively leveraging their ideological standpoint on Twitter to ignite online viral activity, thereby enhancing their brand recognition, career prospects, and celebrity status.
AB - Previous scholarship has identified three levels of journalists’ brand identity: individual, organizational, and institutional. Based on an exploration of Israeli journalists on the Hebrew-speaking Twittersphere during three consecutive election campaigns (2019–2021), this paper wishes to offer an additional level: Ideological Branding. Such branding is based on journalists’ ideological, political, social, economic, and religious viewpoints as well as their biography and networks of friends. It functions as a bridge that connects and integrates the professional and personal levels. The study employed a mixed-method approach, including in-depth interviews and quantitative and qualitative content analysis of 10 prominent Israeli journalists’ Twitter profiles and political tweets (N = 2,758). The findings reveal that journalists, in general, and conservative ones in particular, are normalizing their political messages as legitimate journalistic narratives within mainstream media by effectively leveraging their ideological standpoint on Twitter to ignite online viral activity, thereby enhancing their brand recognition, career prospects, and celebrity status.
KW - Branding
KW - identity
KW - ideology
KW - journalistic branding
KW - journalistic practice
KW - journalistic roles
KW - social media
UR - http://www.scopus.com/inward/record.url?scp=85184405348&partnerID=8YFLogxK
U2 - https://doi.org/10.1080/17512786.2024.2313141
DO - https://doi.org/10.1080/17512786.2024.2313141
M3 - مقالة
SN - 1751-2786
VL - 18
SP - 2172
EP - 2190
JO - Journalism Practice
JF - Journalism Practice
IS - 9
ER -