Periodistas en Instagram: identidades y marca personal
DOI:
https://doi.org/10.51385/1p87t584Palabras clave:
Periodismo, Instagram, Puerto Rico, identidad, marca personalResumen
Construir cuidadosamente una identidad pública y desarrollar relaciones con los/as seguidores/as para crear una marca personal en las redes sociales forman parte de las rutinas de muchos/as periodistas. Este estudio explora cómo los/as periodistas producen sus identidades en las biografías y publicaciones en Instagram. Mediante un análisis de contenido, se analizaron las biografías de las cuentas públicas de Instagram de 97 periodistas activos/as con mil o más seguidores/as que laboran en medios nacionales en Puerto Rico y los mensajes que produjeron durante una semana compuesta. Se encontró que los/as periodistas fijan el prestigio de su marca en la biografía visual y escrita con identidades periodísticas y profesionales. Mientras, en las publicaciones y con distintos usos de las narrativas autóctonas, acogen la identidad personal y la periodística para mostrar la autenticidad de la marca y normalizar la plataforma, respectivamente. De forma minoritaria, adoptan la identidad profesional y promocional-publicitaria, práctica que apunta hacia la comercialización de la marca. Se identificó que las publicaciones suelen ser autorreferenciales, aunque no las de contenido periodístico.
Descargas
Referencias
Banjac, S., & Hanusch, F. (2022). A question of perspective: Exploring audiences’ views of journalistic boundaries. New Media & Society, 24(3), 705–723. https://doi.org/10.1177/1461444820963795
Bentivegna, S., & Marchetti, R. (2018). Journalists at a crossroads: Are traditional norms and practices challenged by Twitter? Journalism, 19(2), 270–290. https://doi.org/10.1177/1464884917716594
Bossio, D. (2023). Journalists on Instagram: Presenting Professional Identity and Role on Image-focused Social Media. Journalism Practice, 17(8), 1773–1789. https://doi.org/10.1080/17512786.2021.2001359
Bossio, D., & Holton, A. E. (2018). The identity dilemma: Identity drivers and social media fatigue among journalists. Popular Communication, 16(4), 248–262. https://doi.org/10.1080/15405702.2018.1535658
Bossio, D., & Sacco, V. (2017). From “Selfies” to Breaking Tweets: How journalists negotiate personal and professional identity on social media. Journalism Practice, 11(5), 527–543. https://doi.org/10.1080/17512786.2016.1175314
Brems, C., Temmerman, M., Graham, T., & Broersma, M. (2017). Personal Branding on Twitter: How employed and freelance journalists stage themselves on social media. Digital Journalism, 5(4), 443–459. https://doi.org/10.1080/21670811.2016.1176534
Center for Tobacco Products. (2022). Influencers 101: Best Practices and Practical Approaches for Public Health Campaigns. U.D. Food and Drug Administration.
Chacon, G., Giasson, T., & Brin, C. (2018). “That’s what I’m talking about”: Twitter as a promotional tool for political journalists. Popular Communication, 16(4), 276–292. https://doi.org/10.1080/15405702.2018.1535657
Digital 2025: Puerto Rico. (2025, 3 de marzo). DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2025-puerto-rico
English, P. (2017). Social media boundaries in sports journalism: Individual and organisational gatekeeping in India and Australia. Asian Journal of Communication, 27(5), 480–496. https://doi.org/10.1080/01292986.2017.1284876
Fairchild, C. (2007). Building the Authentic Celebrity: The “Idol” Phenomenon in the Attention Economy. Popular Music and Society, 30(3), 355–375. https://doi.org/10.1080/03007760600835306
Finneman, T., Thomas, R. J., & Jenkins, J. (2019). “I Always Watched Eyewitness News Just to See Your Beautiful Smile”: Ethical Implications of U.S. Women TV Anchors’ Personal Branding on Social Media. Journal of Media Ethics, 34(3), 146–159. https://doi.org/10.1080/23736992.2019.1638260
Goffman, E. (1956). The Presentation of Self in Everyday Life. University of Edinburg, Social Science Research Centre.
Governor, J. (2008, 5 de diciembre). Asymmetrical Follow: A Core Web 2.0 Pattern. James Governor’s Monkchips. https://redmonk.com/jgovernor/2008/12/05/assymetrical-follow-a-core-web-20-pattern/
Hanusch, F., & Bruns, A. (2017). Journalistic Branding on Twitter: A representative study of Australian journalists’ profile descriptions. Digital Journalism, 5(1), 26–43. https://doi.org/10.1080/21670811.2016.1152161
Hedman, U. (2018). The private side of journalists. Changing practices in journalists’ self-branding on Twitter over time. ICA 2018, Praga.
Hermida, A., & Mellado, C. (2020). Dimensions of Social Media Logics: Mapping Forms of Journalistic Norms and Practices on Twitter and Instagram. Digital Journalism, 8(7), 864–884. https://doi.org/10.1080/21670811.2020.1805779
Holton, A. E., & Molyneux, L. (2017). Identity lost? The personal impact of brand journalism. Journalism, 18(2), 195–210. https://doi.org/10.1177/1464884915608816
Kahn, G. (2024, 3 de diciembre). These reporters wrote a book on Musk’s Twitter takeover. Here’s what they think is next for journalism and X | Reuters Institute for the Study of Journalism. Reuters Institute for the Study of Journalism,. https://reutersinstitute.politics.ox.ac.uk/news/these-reporters-wrote-book-musks-twitter-takeover-heres-what-they-think-next-journalism-and-x
Khamis, S., Ang, L., & Welling, R. (2016). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Kovach, B., & Rosenstiel, T. (2021). The Elements of Journalism (4th ed.). Crown.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
Lair, D. J., Sullivan, K., & Cheney, G. (2005). Marketization and the Recasting of the Professional Self: The Rhetoric and Ethics of Personal Branding. Management Communication Quarterly, 18(3), 307–343. https://doi.org/10.1177/0893318904270744
Lang, K. (2025, 4 de febrero). Instagram Stories: The Complete Guide to Using IG Stories to Boost Engagement + Reach. Buffer: All-You-Need Social Media Toolkit for Small Businesses. https://buffer.com/resources/instagram-stories-guide/
Laor, T., & Galily, Y. (2020). Offline VS online: Attitude and behavior of journalists in social media era. Technology in Society, 61, 101239. https://doi.org/10.1016/j.techsoc.2020.101239
Lasorsa, D. L., Lewis, S. C., & Holton, A. E. (2012). NORMALIZING TWITTER: Journalism practice in an emerging communication space. Journalism Studies, 13(1), 19–36. https://doi.org/10.1080/1461670X.2011.571825
Lee, J. (2020). “Friending” Journalists on Social Media: Effects on Perceived Objectivity and Intention to Consume News. Journalism Studies, 21(15), 2096–2112. https://doi.org/10.1080/1461670X.2020.1810102
Lewis, S. C., & Molyneux, L. (2018). A Decade of Research on Social Media and Journalism: Assumptions, Blind Spots, and a Way Forward. Media and Communication, 6(4), 11–23. https://doi.org/10.17645/mac.v6i4.1562
López-Meri, A., & Casero-Ripollés, A. (2017). Las estrategias de los periodistas para la construcción de marca personal en Twitter: Posicionamiento, curación de contenidos, personalización y especialización. Revista Mediterránea de Comunicación, 8(1), 59. https://doi.org/10.14198/medcom2017.8.1.5
Lough, K., Molyneux, L., & Holton, A. E. (2018). A Clearer Picture: Journalistic identity practices in words and images on Twitter. Journalism Practice, 12(10), 1277–1291. https://doi.org/10.1080/17512786.2017.1389292
Lugo-Ortiz, L. (2015). El espectáculo de lo real: Noticia, actantes y (tele)periodismo en el siglo XXI. Ediciones Callejón.
Maares, P., & Hanusch, F. (2018). Exploring the boundaries of journalism: Instagram micro-bloggers in the twilight zone of lifestyle journalism. Journalism, 21(2), 262–278. https://doi.org/10.1177/1464884918801400
Marwick, A. (2015). Instafame: Luxury Selfies in the Attention Economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379
Marwick, A., & boyd, dannah. (2010). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13(1), 114–133. https://doi.org/10.1177/1461444810365313
Marwick, A., & boyd, danah. (2011). To See and Be Seen: Celebrity Practice on Twitter. Convergence: The International Journal of Research into New Media Technologies, 17(2), 139–158. https://doi.org/10.1177/1354856510394539
Mellado, C. (2022). Roles and digital identities on Twitter and Instagram: An ethnographic study of Chilean journalists. El Profesional de la información, e310414. https://doi.org/10.3145/epi.2022.jul.14
Mellado, C., & Alfaro, A. (2020). Platforms, Journalists and Their Digital Selves. Digital Journalism, 8(10), 1258–1279. https://doi.org/10.1080/21670811.2020.1817763
Miller, K. C., & Lewis, S. C. (2023). Journalistic Visibility as Celebrity and its Consequences for Harassment. Digital Journalism, 11(10), 1886–1905. https://doi.org/10.1080/21670811.2022.2136729
Molyneux, L. (2015). What journalists retweet: Opinion, humor, and brand development on Twitter. Journalism, 16(7), 920–935. https://doi.org/10.1177/1464884914550135
Molyneux, L., & Holton, A. (2015). Branding (Health) Journalism: Perceptions, practices, and emerging norms. Digital Journalism, 3(2), 225–242. https://doi.org/10.1080/21670811.2014.906927
Molyneux, L., Holton, A., & Lewis, S. C. (2017). How journalists engage in branding on Twitter: Individual, organizational, and institutional levels. Information, Communication & Society, 21(10), 1386–1401. https://doi.org/10.1080/1369118x.2017.1314532
Newman, N., Ross Arguedas, A., Robertson, C. T., Nielsen, R. K., & Fletcher, R. (2025). Reuters Insitute digital news report 2025. Reuters Institute for the Study of Journalism. https://doi.org/10.60625/RISJ-8QQF-JT36
Ottovordemgentschenfelde, S. (2017). ‘Organizational, professional, personal’: An exploratory study of political journalists and their hybrid brand on Twitter. Journalism, 18(1), 64–80. https://doi.org/10.1177/1464884916657524
Page, R. (2012). The linguistics of self-branding and micro-celebrity in Twitter: The role of hashtags. Discourse & Communication, 6(2), 181–201. https://doi.org/10.1177/1750481312437441
Perreault, G. P., & Hanusch, F. (2024). Normalizing Instagram. Digital Journalism, 12(4), 413–430. https://doi.org/10.1080/21670811.2022.2152069
Peters, T. (1997, 31 de agosto). The Brand Called You. Fast Company. https://www.fastcompany.com/28905/brand-called-you/
Statista. (2025). Biggest social media platforms by users 2024. Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
Sudoł-Kaszuba, W. (2024). The Role of Instagram in Building Journalist’s Personal Brand: An Analysis of Communication Strategies in Social Media. Social Communication, 25(1), 75–80. https://doi.org/10.57656/sc-2024-0008
Van Dalen, A. (2023). Algorithmic Gatekeeping for Professional Communicators: Power, Trust, and Legitimacy (1st ed.). Routledge. https://doi.org/10.4324/9781003375258
Waisbord, S. (2022). Trolling Journalists and the Risks of Digital Publicity. Journalism Practice, 16(5), 984–1000. https://doi.org/10.1080/17512786.2020.1827450
Weaver, D., & Wilhoit, C. G. (1991). The American journalist: A portrait of U.S. news people and their work (Segunda). Indiana University Press.
Von Den Driesch, L. (2025). “Express Yourself!” But Which Self? Investigating Role Negotiations and Boundaries on Journalists’ Personal Instagram Accounts. Journalism Practice, 1–18. https://doi.org/10.1080/17512786.2025.2523530
Publicado
Número
Sección
Licencia
Derechos de autor 2025 Lourdes Lugo-Ortiz
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
No se permite un uso comercial de la obra original ni de las posibles obras derivadas, la distribución de las cuales se debe hacer una licencia igual a la que regula la obra original.
