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Convergence, media cross‐ownership and multimedia newsrooms are becoming increasingly part of the vocabulary of contemporary journalism—in practice, education, as well as research. The literature exploring multimedia is expanding rapidly but it is clear that it means many different things to different people. Research into what multimedia in news work means for journalism and journalists is proliferating. In this paper the social and cultural context of multimedia in journalism, its meaning for contemporary newsrooms and media organizations, and its current (emerging) practices in Europe and the United States are analyzed. The goal: to answer the question in what ways “multimedia” impacts upon the practice and self‐perception of journalists, and how this process in turn shapes and influences the emergence of a professional identity of multimedia journalism. This paper offers an analysis of the professional and academic literature in Europe and the United States, using the concept of media logic as a theoretical framework