‬‭Journalists‬‭ are‬‭ increasingly‬‭ expected‬‭ to‬‭ be‬‭ active‬‭ on‬‭ social‬‭ media‬‭ to‬‭ enhance‬‭ their‬‭ reporting‬‭ and‬‭ personal‬‭ brands.‬‭ They‬‭ must‬‭ blend‬‭ personal‬‭ and‬‭ professional‬‭ content‬‭ and‬‭ navigate‬‭ the‬‭ distinct‬‭ logic‬‭ of‬‭ social‬‭ media‬‭ while‬‭ also‬‭ balancing‬‭ the‬‭ expectations‬‭ of‬‭ the‬‭ media‬‭ organizations.‬‭ The‬‭ purpose‬‭ of‬‭ this‬‭ study‬‭ is‬‭ to‬‭ investigate‬‭ Swedish‬‭ journalists’‬‭ perspective‬‭ on‬‭ personal‬‭ branding‬‭ on‬‭ social‬‭ media‬‭ in‬‭ relation‬‭ to‬‭ journalistic‬‭ values,‬‭ by‬‭ answering‬‭ the‬‭ following questions:‬‭ How‬‭ do‬‭ journalists‬‭ perceive‬‭ the‬‭ relationship‬‭ between‬‭ personal‬‭ branding‬‭ on‬‭ social‬‭ media‬‭ and‬‭ journalistic norms, ideals and practices?‬‭ What‬‭ attitudes‬‭ are‬‭ evident‬‭ in‬‭ the‬‭ journalists’‬‭ perception‬‭ of‬‭ personal‬‭ branding‬‭ on‬‭ social‬‭ media?‬‭ How‬‭ do‬‭ journalists‬‭ perceive‬‭ the‬‭ integration‬‭ of‬‭ journalistic‬‭ norms,‬‭ ideals‬‭ and‬‭ practices‬‭ in the use of social media?‬‭ Do‬‭ they‬‭ perceive‬‭ any‬‭ kind‬‭ of‬‭ conflicts‬‭ between‬‭ personal‬‭ branding‬‭ on‬‭ social‬‭ media‬‭ and‬‭ journalistic norms, ideals and practices?‬‭ The‬‭ study‬‭ adopts‬‭ a‬‭ qualitative‬‭ method,‬‭ using‬‭ eight‬‭ semi-structured‬‭ interviews‬‭ to‬‭ collect‬‭ the‬‭ empirical‬‭ material.‬‭ It‬‭ was‬‭ analyzed‬‭ through‬‭ a‬‭ thematic‬‭ analysis‬‭ together‬‭ with‬‭ the‬‭ theoretical‬‭ framework‬‭ consisting‬‭ of‬‭ journalistic‬‭ ideology,‬‭ boundary‬‭ work,‬‭ branding‬‭ strategy‬‭ and‬‭ personal‬‭ branding.‬‭ According‬‭ to‬‭ the‬‭ findings,‬‭ Swedish‬‭ journalists‬‭ have‬‭ mixed‬‭ feelings‬‭ about‬‭ personal‬‭ branding‬‭ on‬‭ social‬‭ media.‬‭ While‬‭ a‬‭ strong‬‭ personal‬‭ brand‬‭ benefits‬‭ both‬‭ individual‬‭ journalists‬‭ and‬‭ their‬‭ journalistic‬‭ mission,‬‭ social‬‭ media‬‭ poses‬‭ numerous‬‭ challenges,‬‭ requiring‬‭ them‬‭ to‬‭ balance‬‭ their‬‭ personal‬‭ and‬‭ professional‬‭ identities‬‭ responsibly.‬‭ The‬‭ journalists‬‭ recognize‬‭ that‬‭ while‬‭ traditional‬‭ journalistic‬‭ ideals‬‭ can‬‭ be‬‭ integrated‬‭ into‬‭ social‬‭ media‬‭ use‬‭ and‬‭ the‬‭ strategies‬‭ of‬‭ personal‬‭ branding,‬‭ they‬‭ require‬‭ adaptation‬‭ to‬‭ social‬‭ media's‬‭ logic.‬‭ Maintaining‬‭ the‬‭ boundaries‬‭ of‬‭ legitimate‬‭ journalism‬‭ is‬‭ challenging‬‭ in‬‭ the‬‭ evolving‬‭ media‬‭ landscape,‬‭ despite‬‭ journalists'‬‭ desire‬‭ to‬‭ adhere‬‭ to‬‭ professional‬‭ standards.‬‭ The‬‭ findings‬‭ reveal‬‭ how‬‭ this‬‭ new‬‭ practice affects journalism, influencing both individual careers and the broader industry.‬‭