Opportunity or risk? How news organizations frame social media in their guidelines for journalists

Guided by regulatory focus theory and framing, the present study analyzes how U.S. and British mainstream news organizations (N = 12) frame the current social media environment in their social media guidelines. The results indicate that news organizations dominantly frame the new environment as a risk to guard against, warning of the possible harm to their reputations and journalism norms such as accuracy and objectivity (prevention-focused), rather than as an opportunity to actively take advantage of (promotion-focused).