Reversing the traditional logic of media effects research, this entry looks at the impact of media on professional communicators in general and on journalists in particular. They engage in distinct patterns of media use, which are assumed to result in outcomes that in turn influence their professional behavior and their audiences, in a multistep process. This notion is explained from six different perspectives: journalists as media users, coorientation of journalists, reciprocal coverage effects, dynamics of news diffusion at a macro level, sources effects, and direct versus indirect audience feedback. Future challenges follow from the changing roles of communicators and audiences in online media.