Is a brand journalist just another journalist? Examining differences and similarities in the self-perceptions of their professional roles and ethical orientations

Abstract

The lines between journalism and public relations (PR) have become increasingly blurred with the rise of organizational media. Within this landscape, certain publications mimic journalistic formats while concurrently serving as PR instruments to promote organizational interests. These hybrid endeavors are commonly known as “brand journalism.” This paper presents the findings of a quantitative survey conducted among brand journalists in Germany, focusing on the perceptions of their roles and ethical orientations. We compare their responses to those of German journalists surveyed as part of the Worlds of Journalism research project. The data suggests that brand journalists largely align with journalists in terms of their professional roles and ethical orientations, with only a few noteworthy distinctions. One such distinction is that brand journalists tend to perceive their role less as critical observers who scrutinize political leaders and businesses. In essence, our study underscores the remarkable resemblan