Professional fluidity between the media and the communication industries

Purpose This study investigates professional fluidity between the media and communication industries in the context of flexible working schemes. It explores the experiences of professionals transitioning between these industries, focusing on the determinants of fluidity and its effects on professional cultures, identities and practices. Design/methodology/approach Conducted as a comparative study in Romania and Poland, both former Communist countries at different economic stages, the research involves 20 semi-structured interviews with individuals who switched industries. Thematic analysis, using Braun and Clarke’s (2006) approach, was applied to the interview transcripts to extract key themes. Findings The study reveals that the pursuit of better working conditions, job stability, career growth, and personal adaptation are primary motivators for transitioning. It also highlights the role of technology and flexible working schemes in facilitating these transitions. While transitions bring clear benefits to organizations, they can undermine the journalism profession, with some practitioners viewing the shift as a “sell-out”. The fluidity between these professions leads to dual identities, with professionals integrating skills from both industries, enhancing their versatility and adaptability. Originality/value This research contributes to discussions on (de)professionalization in the media and communication sectors and the impact of non-traditional working arrangements. It enhances understanding of how professional fluidity influences professional identities and practices, highlighting the dynamic nature of career transitions between these interconnected industries.