On Air and on TikTok: How Broadcast Journalists Use the Growing Social Media Site

Using in-depth interviews with 17 U.S. on-air TV journalists, this study examines how broadcast journalists are using TikTok, and why they perceive it to be valuable for their professional brand. Using concepts of professional role orientation and role performance, findings indicate that journalists produce mostly behind-the-scenes style content and share very little news on the platform. Those interviewed suggest that the content is intended to foster authenticity and build trust while also having fun. Analysis reveals, however, that journalists may differ in their normative and cognitive role orientations for content created on TikTok.