Name Brand: The Rise of the Independent Reporter Through Social Media

Brad Schultz 1 *, Mary Lou Sheffer 2
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1 University of Mississippi, USA
2 University of Southern Mississippi, USA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 2, Issue 3, pp. 93-112. https://doi.org/10.29333/ojcmt/2391
OPEN ACCESS   1578 Views   1063 Downloads   Published online: 24 Jul 2012
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ABSTRACT

A theory of branding was applied to news reporters to assess if conditions are right for them to create a personal brand, as opposed to the news brand of their outlet. Attitudinal data were collected through a purposive survey of television and newspaper reporters across the U.S. Results suggested that while reporters are not actively trying to brand themselves, the conditions are ripe for personal branding to take place. Several environmental factors would need to change before such change could occur.

CITATION

Schultz, B., & Sheffer, M. L. (2012). Name Brand: The Rise of the Independent Reporter Through Social Media. Online Journal of Communication and Media Technologies, 2(3), 93-112. https://doi.org/10.29333/ojcmt/2391