Division of Labor, Talent and Journalistic Branding
A clear divide exists between generic labor and talent in media companies and it is now increasingly dividing journalists. The divide initially appeared in the motion picture industry and moved into broadcasting as competition led companies to vie for the talented people—or at least those who could generate the largest audiences and revenue for media companies. The talent concept moved into journalism with the development of television news and salaries for news presenters and leading correspondents that were far above those of average television reporters. In print journalism, talent initially involved columnists and then encompassed a few well-known reporters. Today, the appearances of journalists at events and on talk shows, individually-authored digital news sites, and the increasing uses of blogs and social media by journalists is transforming many into individual brands that are being using to improve their social standing and connections with audience...