ABSTRACT
This chapter begins by considering the recent turn toward journalistic branding, offering an explication of journalistic branding before moving into a brief examination of how such branding is enacted in practice and what opportunities and challenges have arisen from its relatively recent adoption. Journalists in particular curate professional images on social media that, while often peppered with personal information and insights, tend to reflect organizational and institutional norms and expectations. By paying close attention to journalists' attitudes and beliefs as well as their resulting behaviors and content, or enactments, a clearer picture of their identities can begin to emerge. Journalism in particular has felt the impact that branding on social media has, as journalists and news organizations wrestle with how to best personalize content and engage with people in ways that build sustained audiences. Thus, journalistic branding may broadly be defined as 'seeking to establish and promote a public-facing journalistic identity'.
