One of the main challenges of studying journalistic roles in social media practice is that the profession’s conceptual boundaries have become increasingly blurred. Social media has developed as a space used by audiences to consume, share, and discuss news and information, offering novel locations for journalists to intervene at professional and personal levels and in private and public spheres. This article takes the “journalistic ego” domain as its starting point to examine how journalists perform three specific roles on social media: the promoter, the celebrity, and the joker. To investigate these roles in journalistic performance, the article situates their emergence and operationalization in a broader epistemological context, examining how journalists engage with, contest, and/or diverge from different professional norms and practices, as well as the conflict between traditional and social media-specific roles of journalists.

研究新闻工作者在社交媒体实践中的作用的主要挑战之一是该专业的概念界限变得越来越模糊。社交媒体已发展为观众用来消费，共享和讨论新闻和信息的空间，为记者提供了新颖的场所，供记者在专业和个人层面以及在私人和公共领域进行干预。本文以“新闻自我”领域为起点，研究记者如何在社交媒体上扮演三个特定角色：推广者，名人和小丑。为了研究这些角色在新闻工作者表演中的作用，本文将其在更广泛的认识论背景下的出现和运作状况进行了考察，考察了新闻工作者如何与不同的职业规范和实践互动，相互竞争和/或背离，