The C.R.E.A.T.E. framework in innovation discourse: Six key roles in tech journalism

Abstract

In today’s AI driven era, journalists, writers, and media professionals play a vital role in shaping public understanding of technology. As key agents of socialization, they connect society with technological advancements through news, analysis, and stories. But what topics do they cover, and what roles do they fulfill? With growing interest in technology and innovation among organizations, nations, and individuals, the demand for tech-related content is rising across journalism, digital platforms, blogs, social media, and marketing. This study explores the evolving roles of media content creators in the tech sector through semi-structured interviews with thirty Israeli journalists. The analysis identifies six distinct roles: Tech Communicator, Tech Reflector, Tech Educator, Tech Analyst, Tech Torchbearer, and Tech Entertainer, conceptualized within the C.R.E.A.T.E. framework. Findings illustrate how these roles shape tech and innovation discourse and provide insights for communication educators seeking to better prepare future journalists and content creators for an increasingly tech-driven media landscape.