Intrapreneurial Informants

Abstract

As newspapers continue to wrestle with diminishing resources, they have, in part, turned to freelance journalists to help fill holes in content production. In light of this amplified reliance on freelancers, some media scholars have examined the ways in which they fit into the news process, arguing that they have the potential to override traditional journalistic norms in ways that can enhance news work and audience engagement while possibly breathing new life into news organization business models. Semi-structured interviews with 19 freelance journalists and nine newspaper editors in the United States help reveal that freelancers are harnessing social media to engage with and build audiences and individual brands. Freelancers frequently immerse themselves in social media experimentation that editors monitor and often incorporate into organizational strategies that may help inform newsroom practices and audience engagement. This hints at a shift for freelance journalists from the timeworn role of newsroom outsider to one of “intrapreneurial informant.”