Mastering Metrics: The Impact of Social Media on the Routines and Values of Broadcast Journalists

Abstract

Social media use is essential for success in today's television news industry. Broadcast journalists use social media platforms to gather and disseminate news in more efficient ways. Broadcasters are also using social media to engage with news consumers in innovative ways. This study employs a mixed-method approach to better understand how social media impacts broadcast journalists’ routines and values and explores the role of gender in broadcasters’ social media strategies. Qualitative in-depth interviews with top broadcast journalists and a social media discourse analysis of their Twitter pages produces this study's findings. Findings suggest that in many television newsrooms social media have become more important than traditional platforms like evening newscasts, and social media metrics are being used to gauge journalists’ success. Additionally, women broadcasters are disadvantaged by the current social media practices in many newsrooms. Implications are discussed.