That's what I'm talking about: Twitter as a promotional tool for political journalists

In the last decade, journalists have adapted to technological innovations that facilitate the creation of an individual identity online and personal connections with audiences. In parallel, the rise of hyper-competition in the media industry raises questions about the increasing importance of market considerations. Under these conditions, journalists gradually develop promotional practices online. This article examines the scope of these promotional practices among political journalists on Twitter through a content analysis of messages posted by members of the Press Gallery of the Quebec National Assembly. It also analyzes motivations and norms related to these practices through a series of interviews with Press Gallery members. The findings indicate that promotion is an important feature of the production of Quebec parliamentary press on Twitter. The quest for visibility, competition, and the requests made by management teams in a context of economic hardship are key motivations for using Twitter as a promotional device.