Controversies Over Journalistic Social Media Influencers: “Social Media Reality” Practices Expanding the Boundaries of Journalism

Tensions have arisen from journalists increasingly capitalising on their visibility as social media influencers (SMIs). In this paper, we analyse a diverse set of media texts published between 2019 and 2023 debating journalists’ engagement in commercial collaborations. We define JSMIs as independent media professionals who self-identify as both journalists and social media influencers and combine editorial and commercial work as SMIs on social media platforms. Our findings reveal a clash of norms between traditional media and the new “social media reality”. Precisely, the findings show that JSMIs are called upon to account for their actions regarding three distinct themes: monetisation practices, social responsibility and visibility skills. The study advances scholarship on the blurring boundaries between journalism and influencer culture, showing how JSMIs negotiate legitimacy and articulate a personal ethos of responsibility in hybrid roles.