Trend of personalization of journalism: personal brand of a journalist

Authors

DOI:

https://doi.org/10.17721/CIMC.2022.31.30-39

Keywords:

Media Brand, Personal Branding, Media Image, Media Personality, Sotial Networks, Media Audience

Abstract

The article analyzes the journalist’s personal brand (PB). The article aims to discover the most essential characteristics of a journalist’s PB, which make it possible to shape its success as part of the media. Special attention is paid to developing a journalist’s PB through social media. We used the search and analytical research methods - to identify scientific developments on a given topic, concretization - to detail and systematize scientific knowledge, abstraction - to distinguish the components of PB, content analysis - to study specific PB of media personalities, and extrapolation - to formulate the characteristics of a journalist’s PB.

A journalist’s PB covers more characteristics than a media brand, including personal preferences, unusual circumstances, the emotional component, advantages and disadvantages of communication with the audience. Individual characteristics of PB are an image with which a journalist conveys the sense, declares principles and interests, strengths and weaknesses, demonstrates individual qualities and attitude to events in the world that belong to a media resource, and maintains one’s reputation. The image of a journalist’s PB does not always correspond to the genuine person. Accounts in social media are part of PB. PB includes visual, behavioral, and verbal components.

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Published

01-08-2022 — Updated on 02-08-2022

How to Cite

Shevchenko, V., & Tsykhovska, E. (2022). Trend of personalization of journalism: personal brand of a journalist. Current Issues of Mass Communication, (31), 30–39. https://doi.org/10.17721/CIMC.2022.31.30-39