With the rise of the internet, especially with social networks like Facebook and Twitter, individual journalists have become more “visible” than ever before. They can get in direct contact not only with their audience and possible sources and informants, but also with colleagues as well as potential clients and employees working in other newsrooms. At the same time, the pressure to use these opportunities is increasing, and journalists are trying to establish themselves as a (media) brand in order to gain an advantage in the highly competitive market for attention, employment and clients. In his PhD project, Julius Reimer examines the strategies for personal branding that are available to journalists, as well as the advantages and disadvantages that come with personal branding – for the individual journalists themselves, for the media organisations they work for, as well as for journalism and its function in a democratic society.
The PhD project is also presented in episode 10 of the BredowCast.
RP1 - Transformation of Public Communication