Charting the ‘Lunar Alignment’ in today’s media landscape : Exploring perceptions of Italian strategic communicators and journalists in a mediatized world

Abstract

Research context: Over the past thirty years, shifts in strategic communication and journalism have altered how communicators and journalists interact. With content creation and news writing central to capturing attention and building relationships, their functions are increasingly overlapping. Purpose of the study: This study explores how Italian strategic communicators and journalists perceive their own and each other's identities and functions in the current Italian media landscape. It investigates how these professionals respond to mediatization and how this, in turn, has supported mutual positive relationships. Methodology: Through expert interviews, this study adopts an exploratory approach to examine the perspectives of strategic communicators versus those of journalists on questions of professional identity, roles, working practices, relationships, and professional challenges. Results: The perceptions of professional identities and roles in strategic communication and journalism have evolved, while the growing mediatization of practices among strategic communicators has enhanced journalists’ perceptions of relationships. There is a noticeable convergence in the skills and competencies of these professionals, alongside a mutual recognition of the importance of high-quality information. Research limitations: This study is exploratory and conducted with a small sample size. Due to the qualitative nature of the findings, they cannot be generalized. Practical implications and originality of the study: The study addresses a gap in research with a country-specific focus and sheds light on mediatization effects on professional identities.