The logic of practice in the practice of logics: practicing journalism and its relationship with business in times of technological changes

This paper investigates the workings of institutional logics in practice, by focusing in particular on the interplay between material, practical and linguistic dimensions of practices. In other words, drawing on Bourdieu's sens pratique, the paper explores the logic of practice in the practice of logics through a six months full-time ethnographic study at Il Sole-24 Ore, the largest Italian financial newspaper, between 2007 and 2008. An original conceptual framework is developed to analyse how the logic of journalism is enacted vis-à-vis that of advertising in a setting in which an old technology for news production -- print newspaper -- coexists with a new one -- website -- and thus encounters between new and old technological possibilities make workings of institutional logics particularly visible. The findings point out different mechanisms of institutional work dealing with actions that, made possible by new technological possibilities, are potentially, but not necessarily classified as divergent from institutional logics.