Social journalism, popularized by Oprah Winfrey, is catching on in network and cable news, while expanding to other media. Increasingly, journalists want their own a personal issue or problem. They use the media and their celebrity as a platform to be associated with making the world a better place. Ms. Winfrey has done this by founding Oprah's Leadership Academy for Girls in South Africa. Tom Rosenstiel, of the Project for Excellence in Journalism says; "News outlets have found they can create more momentum and more identity by creating franchise brands around issues or around a point of view."
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