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Blurring the lines. Ethical dilemmas for journalists with native advertising and other look–alike editorial content.

Författare och institution:
Maria Edström (Institutionen för journalistik, medier och kommunikation (JMG))
Publicerad i:
Nordmedia Mobile presence-Mobile Modernities.13-15 Aug. Copenhagen,
Konferensbidrag - refereegranskat abstract
Sammanfattning (abstract):
Media houses around the world are struggling to find new business models when both advertisers and readers are moving away from print newspapers and new media forms emerges. In that process new forms of content collaborations are developed, such as native advertising and partner zones where content paid for by advertisers is merged into the editorial content. The phenomenon is increasing rapidly on digital platforms and many editors hope that this could be key to future financing. However, there are ethical dilemmas attached to this type of branded content. Editors argue that possible problems are solved if there is a decent marking, but the idea of advertising looking like editorial content can also be seen as jeopardizing the editorial integrity and credibility. Therefore many journalists are concerned with these new forms of paid content, as ways of luring audience/users at the expense of the trustworthiness of editorial content.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Medie- och kommunikationsvetenskap
journalism, advertising, content marketing, advertorials, ethics, Advertising ombudsman
Ytterligare information:
Paper presented at Division 2: Nordmedia Conference 13-15 August Copenhagen. This paper is written in the research project Marketdriven and democracydriven freedom of expression, financed by Ragnar Söderbergs foundation.
Postens nummer:
Posten skapad:
2015-09-16 09:18
Posten ändrad:
2015-10-05 15:07

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