The Celebrified Journalist Journalistic self-promotion and branding in celebrity constructions on Twitter

Ongoing transformations of the media ecology in the direction of greater digitization have increasingly blurred the boundaries between professional journalists and other information brokers; the former now must work hard to distinguish themselves from the latter. Notable among these developments is a shift towards the individualization of journalism, with journalists seeming to spend more time building personal brands, for instance on Twitter, than on building organizational ones. Within journalism research there is a growing interest in the use of Twitter for journalistic self-promotion and branding, but studies are still scarce, and the ways in which journalistic self-promotion is discursively constituted need further empirical and theoretical attention. By means of a critical discourse analysis of the tweets of a widely followed journalist in Sweden, and through the theoretical lens of celebrity, this study aims to contribute knowledge about how journalistic self-promotion discourses evolving in the digitized media setting are constituted. The article identifies discourses that construct celebrity through (1) fame by association, (2) asymmetrical communication, and (3) lifestreaming. It concludes by discussing celebrification as a vital component of journalistic self-promotion discourses as well as the power aspects of ubiquitous self-promotional discourses, which are deeply embedded in the general structures of society.