Media Employees Display of Public Service Motivation In Their Online Professional Identities

The purpose of this paper is to investigate how an individuals’ public service motivation (PSM) is reflected in their professional online identities. The authors use data from a qualitative content analysis of 1,280... [ view full abstract ]

The purpose of this paper is to investigate how an individuals’ public service motivation (PSM) is reflected in their professional online identities. The authors use data from a qualitative content analysis of 1,280 individuals in USA, UK and Hungary that have been employed with media organizations. The authors find social identity differs across cultures and that public service motivation tends to be represented within ones explanation of their pro-social behaviors or volunteering history. However, the authors did not find evidence that showed a significant level of difference in PSM across sectors. The paper provides empirical evidence that individuals in the broadcast and creative industry who are public service motivated will engage in greater amounts of pro-social behavior. However, one’s relational identity does not reflect public service motivation. This has practical implications for human resource managers who highlight social responsibility as part of employee engagement or employer branding. There has been little evidence investigating PSM in professional profiles. By engaging in a qualitative content analysis, we contribute to the evolving debates as to what PSM entails. By understanding individual motivations and how attitudes may be reflected in one’s social identity, we enhance knowledge about PSM.