Thursday, February 17, 2011

The brand building of journalist blogs


By Mercy Tong
Abstract

Journalists regard news blogs as an extension of traditional journalistic practices. This essay explores how journalists have incorporated blogging in their news output and how they maintain their authority in a digital environment. Using a case-study approach, it examines the impact of their personal weblogs and interactions. The case study will exam how the increasingly popular blog format, as adopted by journalists. It focuses on the quality of blog article, the representation of online journalism, and characters of Journalist blog’s diffusion. It suggests that by subscribing readers’ trustful J-Blogs, individuals can see more extensive news events, while journalists may create a personal brand in their professional area.

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