Persona-driven journalism at Radio24syv: Ditte Okman’s affective labor of performing an unashamed persona

The article proposes an analytical approach to the study of persona-driven journalism. Drawing on concepts from performance studies, the article builds an analytical framework for engaging with empirical material where the performance of the journalist’s persona becomes a central part of the journalistic product. The analysis of journalist and radio host Ditte Okman identifies a journalism practice that draws on bodily expressivity, outspoken attitudes and the creation of a socializing media space. This practice is interpreted as affective labor of authenticity and sincerity which leads to the performance of an unashamed persona.The main contribution of the article is to conceptualize a methodological approach to the study of persona-driven journalism practices by drawing on ideas and concepts from performance studies, thus adding methodologically to journalism studies.