How to Reconcile Water and Fire: Social Media Logic and Journalistic Independence

Abstract

This study explores how social media logic combined with mass media logic challenges the practice of news journalism. By operationalizing different media logics through the relevant sets of news factors and using in-depth expert interviews with journalists (social media editors, SMEs; 24) on Facebook, we examine the practical side of applying social media logic principles in news journalism. The findings highlight a conflict between professional independence and the need to practice news journalism according to Facebook’s principles, arising from editorial ambitions for original reporting, and the pressure to deliver metrics-driven stories.