A Little Birdie Told Me: Factors that Influence the Diffusion of Twitter in Newsrooms

Abstract

Twitter has become a global, social media platform that is reshaping the way journalists communicate, gather information, and disseminate news. This study builds on the relatively young field of research by using diffusion of innovation theory to gauge what factors influence the spread and adoption of Twitter. Case-study and in-depth interview methods were used in collecting data from 50 journalists at 4 metropolitan newspapers. Results show that the adoption and implementation of Twitter relies on peer pressure and coaching to get reluctant journalists to try Twitter. Adoption is then immediate because journalists see how Twitter is a gateway to new sources of information and story tips. Ultimately, journalists embrace Twitter because it provides instant gratification from followers, allowing them to share stories with a broader, global audience.

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Notes on contributors

Alecia Swasy

Alecia Swasy (Ph.D., University of Missouri) is the Reynolds Chair in Business Journalism at Washington & Lee University.