“A brand to boost credibility”: Self-representation and self- branding of Peruvian journalists in X

Palomino-Gonzales M.; Perleche-García J. · Comunicacion y Medios (2025) · DOI: 10.5354/0719-1529.2025.76595

Resumen

This article examines the self-presentation and self-branding strategies employed by Peruvian journalists on the social media platform X. It explores how journalists construct their professional identities through profile descriptions, the content they share, and their behavioral patterns on the platform. The study considers journalists’ perceptions of personal branding as a key asset in enhancing their professional reputation, particularly in a context where news organizations are undergoing multiple crises—including a crisis of credibility. Methodologically, the research is based on a content analysis of 100 journalist profiles and 10.080 posts, alongside ten in-depth interviews conducted between August and September 2023. Findings indicate that Peruvian journalists use X as a form of professional business card: not only do they present themselves as journalists, but they also prioritize informative content, aiming to convey a coherent and trustworthy image to their audience. Regarding personal branding, journalists acknowledge its growing significance, and X emerges as a social network for experimentation with potential branding strategies.

Instituciones: Universidad Nacional Mayor de San Marcos