Social media in the professional work of Polish, Russian and Swedish journalists

Abstract

Professional journalistic culture is a complex of journalistic values, practices, norms and media products. On the one hand it tends to unification across the globe, but on the other hand these cultures varies according to cultural diversities.  Technological development leads to a media convergence, increasing interactivity and plenty of opportunities for individualization of media content influence audience’s demands and consequently challenge of traditional routine of journalists’ work, affect professional practices and even undermine traditional role of a journalist in society. Social media creates new conditions for both actors: readers/viewers/listeners and for media professionals who use it as a tool for media work.  Journalists in the different countries, however, use social media for professional needs not equally. This paper is discussing differences and similarities in the patterns of social media use by Polish, Russian and Swedish journalists.  The research is based on a survey of 500 journalists in each country.