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Camouflaging church as state: A study of journalism’s native advertising
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Department of Geography, Media and Communication. (NODE)ORCID iD: 0000-0002-0501-2217
2015 (English)Conference paper, Presentation (Refereed)
Abstract [en]

The conflicting powers that drive journalism are entangled within tensions between commercial and professional logics, trying to dictate the future of the trade. The professional logic, which regards audiences as citizens, is the driving force that nurtures the civic and ideal-typical values properties of journalism. The commercial logic, which regards audiences as consumers, addresses the fact that most news outlets are subjected to commercial urges in order to sustain the organization. Traditionally, the journalistic ideals have aimed to keeping editorial lines independent from commercial influences. This has been historically known as the separation of church and state.This paper examines the increasing trend of adopting native advertising in the digital fronts of traditional news media outlets. Native advertising defined here as a form of paid media where the commercial content is delivered within the design and form of editorial content with the attempt to recreate the user experience of reading news instead of advertising content. Methodologically, this study looks at news websites of 12 legacy newspapers from Sweden, Spain, the UK, and the USA, and analyses the adoption of native advertising during the span of a month. Subsequently, these advertisements are analyzed in terms of content, format, and the degree of transparency when linking each piece to the marketer who pays for the ad.Native advertising delivers commercial advertising as if it was real news. If this practice proves to be a lucrative one in the long term, the new commercial journalism might be based on camouflaging church as state.

Place, publisher, year, edition, pages
Keyword [en]
Journalism values, native advertising, commercialization, digital journalism, autonomy
National Category
Media and Communication Technology
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-37989DOI: 10.1080/1461670X.2016.1165138OAI: diva2:855156
The Future of Journalism hosted by Cardiff School of Journalism, Media and Cultural Studies (JOMEC) at Cardiff University 10th-11th September, 2015, Cardiff, UK
Available from: 2015-09-18 Created: 2015-09-18 Last updated: 2016-05-27Bibliographically approved

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Ferrer Conill, Raul
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ReferencesLink to record
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