Professional and strategic implications of activist journalism: a case study in the context of proximity public broadcasting

Abstract

Based on a mixed methodological approach, this case study exemplifies a practice of activist journalism through multimedia campaigns (EKIN!) and offers evidence to reflect on the implications of this type of content in terms of corporate strategy and professional profiles, considering the 2030 Agenda and the incorporation of the Sustainable Development Goals (SDGs) into the work of newsrooms. The conclusions highlight the value of the initiative examined to operationalise Corporate Social Responsibility (CSR) actions through a transversal content strategy, as well as to revitalise the role of local public broadcasters, based on brand values such as involvement and proximity to the public.