Abstract
This thematic issue explores the widening scope of media work and the institutional and organizational conditions that support new forms of media work. The media industry has undergone significant economic, structural, and technological changes during the past few decades, including changing patterns of ownership and digitalization of media production, distribution, and consumption. Simultaneously, practices of media work are adopted also in other industries. The 10 articles in the issue not only focus on the new professional roles and responsibilities emerging in the news media industry but also study the practices of media work in organizations in other fields, such as the music industry and public sector.
Highlights
Media, as ubiquitous as it is in our modern world, requires care, labor, and maintenance
The last three articles in this thematic issue further expand the boundaries of media work by focusing on media work conducted in organizational settings out‐ side a typical media organization: public sector orga‐ nizations, a science communication start‐up, and a counter‐media outlet
The authors pro‐ pose that counter‐media publishing should be seen as a form of political activism or, in some cases, political media criticism. The articles in this thematic issue give a broad view of the widening scope and contexts of media work, ranging from traditional news media to social media brand communication and public sector organizations
Summary
As ubiquitous as it is in our modern world, requires care, labor, and maintenance. Driven by the increasing power of media in society (e.g., Couldry & Hepp, 2017), forms of media work are emerging in other industries that aim to communicate with their audiences These include, for example, organizations that strive to produce pro‐ fessional, media‐like content as a component of their strategic communication, and communications agencies that produce communication and marketing content for their customers. It could be argued that the increas‐ ing significance of public social media and demands for dialogue require all employees to possess media skills (Pekkala, 2020) These expanding contexts raise the ques‐ tion of what media work is like when it is done outside the media industry and what principles are driving it. We will briefly introduce the articles by theme
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