Trend of personalization of journalism: personal brand of a journalist
Trend of personalization of journalism: personal brand of a journalist

Summary/Abstract: The article analyzes the journalist’s personal brand (PB). The article aims to discover the most essential characteristics of a journalist’s PB, which make it possible to shape its success as part of the media. Special attention is paid to developing a journalist’s PB through social media. We used the search and analytical research methods - to identify scientific developments on a given topic, concretization - to detail and systematize scientific knowledge, abstraction - to distinguish the components of PB, content analysis - to study specific PB of media personalities, and extrapolation - to formulate the characteristics of a journalist’s PB. A journalist’s PB covers more characteristics than a media brand, including personal preferences, unusual circumstances, the emotional component, advantages and disadvantages of communication with the audience. Individual characteristics of PB are an image with which a journalist conveys the sense, declares principles and interests, strengths and weaknesses, demonstrates individual qualities and attitude to events in the world that belong to a media resource, and maintains one’s reputation. The image of a journalist’s PB does not always correspond to the genuine person. Accounts in social media are part of PB. PB includes visual, behavioral, and verbal components

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