The Promoter, Celebrity, and Joker Roles in Journalists’ Social Media Performance

<jats:p>One of the main challenges of studying journalistic roles in social media practice is that the profession’s conceptual boundaries have become increasingly blurred. Social media has developed as a space used by audiences to consume, share, and discuss news and information, offering novel locations for journalists to intervene at professional and personal levels and in private and public spheres. This article takes the “journalistic ego” domain as its starting point to examine how journalists perform three specific roles on social media: the promoter, the celebrity, and the joker. To investigate these roles in journalistic performance, the article situates their emergence and operationalization in a broader epistemological context, examining how journalists engage with, contest, and/or diverge from different professional norms and practices, as well as the conflict between traditional and social media-specific roles of journalists.</jats:p>