Journalistic Branding Behaviour on Social Media: Do Indian political journalists create a brand online?

• Thesis title in Czech: Novinářské brandingové chování na sociálních sítích: Vytváří si indičtí političtí novináři značku online?
• Thesis title in English: Journalistic Branding Behaviour on Social Media: Do Indian political journalists create a brand online?
• Key words: Twitter, žurnalistický branding, analýza profilu, indický novinář
• English key words: Twitter, Journalistic Branding, Profile Analysis, Indian Journalist
• Academic year of topic announcement: 2021/2022
• Type of assignment: diploma thesis
• Thesis language: angličtina
• Department: Department of Journalism (23-KZ)
• Supervisor: Mgr. Anna Shavit, Ph.D.
• Author: hidden - assigned and confirmed by the Study Dept.
• Date of registration: 04.02.2022
• Date of assignment: 04.02.2022
• Confirmed by Study dept. on: 04.02.2022
• Date and time of defence: 16.09.2022 10:00
• Venue of defence: Hollar - Smetanovo nábřeží 6,Praha 1, H011, Hollar - místn. č. 011
• Date of electronic submission: 31.07.2022
• Date of proceeded defence: 16.09.2022
• Reviewers: Mgr. Veronika Macková, Ph.D.

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Preliminary scope of work

Ve věku sociálních médií se komunikační nástroje jako Twitter staly důležitým informačním zdrojem pro sledování novinek z oboru. Stále více uživatelů sociálních sítí nyní sleduje přímo osobní profily novinářů, novinky kromě sledování velkých mediálních domů. Předkládaná studie se snaží prostřednictvím výzkumu vybraných účtu sedmi indických novinářů na Twitteru porozumět tomu, jak vzniká osobní brand novináře a jak toto médium slouží k propagaci jednotlivých novinářů. Vlastní výzkum se soustředí na posty sbírané po dobu 61 dní v čase indických voleb a druhé vlny COVID-19. Na základě rozsáhlého korpusu dat se podařilo zjistit, že branding jako nástroj pro sebeprezentaci je mezi indickými novináři na Twitteru běžný. Tyto profily jsou také z velké části profesionální. Studie také ukazuje, že nejrozšířenějším vizuálním prvkem brandingu novinářů byl odkaz na vlastní novinářskou práci namísto organizační nebo osobní identity značky.

Preliminary scope of work in English

In the social media age, communication tools like Twitter have become an important medium to report the latest update from the field. More and more social media users now follow journalists’ personal profiles to get news apart from following major media houses. Through a visual examination of the Twitter profiles and the tweets of seven Indian political journalists for a period of 61 days amid an election and COVID-19 second wave in India, this study tries to understand branding practices that are done to promote one’s individual as well as news organization content when interacting on social media. Based on an extensive corpus of tweets, results indicate that branding as a tool for self-presentation is common among Indian journalists on Twitter, where they largely try to keep a professional and organisation profile. The study also shows that while branding themself online, the most widely used visual element of branding by journalists was a reference to his/her own journalistic works, instead of organisational or personal branding identity.