From Boundary to Bridge and Beyond: The Path to Professionalization of Product Roles in Journalism

New roles in news organizations have emerged supporting media products demonstrating a range of digital features. Along with the requirements of these products come a new set of skills and competencies to coordinate, develop, manage, and support them. Thus, product-related roles, previously considered on the periphery of a media organization, become more central and introduce challenges in their integration within traditional roles, processes and culture. This study identifies those performing in product and product-adjacent roles, the networks and boundaries across which they work, and the ways in which they make meaning across functions. Perceptions of those in product roles highlight a field of contradictions, in need of career development, respect within organizations, and role standardization, while maintaining the professional flexibility and agility that is necessary to drive innovation.