Online Journal of Communication and Media Technologies

Name Brand: The Rise of the Independent Reporter Through Social Media
  • Article Type: Research Article
  • Online Journal of Communication and Media Technologies, 2012 - Volume 2 Issue 3, pp. 93-112
  • Published Online: 24 Jul 2012
  • Article Views: 10 | Article Download: 4
  • Open Access Full Text (PDF)
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Schultz B, Sheffer ML. Name Brand: The Rise of the Independent Reporter Through Social Media. Online Journal of Communication and Media Technologies. 2012;2(3), 93-112.
APA 6th edition
In-text citation: (Schultz & Sheffer, 2012)
Reference: 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.
Chicago
In-text citation: (Schultz and Sheffer, 2012)
Reference: Schultz, Brad, and Mary Lou Sheffer. "Name Brand: The Rise of the Independent Reporter Through Social Media". Online Journal of Communication and Media Technologies 2012 2 no. 3 (2012): 93-112.
Harvard
In-text citation: (Schultz and Sheffer, 2012)
Reference: Schultz, B., and Sheffer, M. L. (2012). Name Brand: The Rise of the Independent Reporter Through Social Media. Online Journal of Communication and Media Technologies, 2(3), pp. 93-112.
MLA
In-text citation: (Schultz and Sheffer, 2012)
Reference: Schultz, Brad et al. "Name Brand: The Rise of the Independent Reporter Through Social Media". Online Journal of Communication and Media Technologies, vol. 2, no. 3, 2012, pp. 93-112.
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Schultz B, Sheffer ML. Name Brand: The Rise of the Independent Reporter Through Social Media. Online Journal of Communication and Media Technologies. 2012;2(3):93-112.

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.

Keywords

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License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.