Corporate Loyalty or Creative Self-Realization: Management Strategies in the Field of Journalism

Introduction. The paper is devoted to the discussion of issues and unforeseen risks facing media leaders during their staffing decisions, above all the motivation of journalists' professional work and the encouraging style of journalists to perform editorial assignments. 

Methodology and sources. Based on the methodological resources of structural and functional analysis and structuralist constructivism, various – often opposite – editorial attitudes are identified, each of which contains resources and risks for both the professional implementation of journalists and the corporate climate of media publications. The sociological data for the problematization of the context of managerial communication was the content analysis of interviews with experts and media leaders published on Mediajobs.ru in the Media and Career portal. The measurement was carried out in the following categories: requirements for the work of a journalist by the editor-inchief or the head of a media holding; features of professional communication in the journalistic community; communication features when working with storage media; professional self-characterization of interviewed respondents. 

Results and discussion. The paper shows that the value preferences of media managers regarding acceptable methods of obtaining information, namely the requirements for verifying the reliability of the data collected or the use of emotional provocation, turned out to be approximately equal in the analyzed sample. Reflecting and at the same time defining the professional practice of the interaction of journalists with their sources, these professional attitudes contain the conditions for shifting the risk towards conflict interprofessional interaction.

Conclusion. The sociological analysis of managerial strategies in the journalistic community makes it possible to predict with a high degree of probability the nature of professional failures and stresses that arise when journalists carry out their professional duties. 

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