TWITTER AND NEWS GATEKEEPING Interactivity, reciprocity, and promotion in news organizations' tweets

This study concerns Twitter use by 26 news entities with the largest online audiences in the United States. A quantitative content analysis compared interactive characteristics of posts on news organizations' main Twitter accounts. Most of the tweets included hyperlinks to articles posted on the news organizations' websites along with text about the articles and a photograph or other still image. Differences existed between news organizations in the use of such hyperlinks to their own websites, as well as socially and technically interactive functions of Twitter such as retweets, @mentions, hash tags, and multimedia. Tweets with interactive characteristics seemed intended mainly for the purpose of promoting news organizations' programming or content.