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Camouflaging Church as State: An exploratory 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
2016 (English)In: Journalism Studies, ISSN 1461-670X, E-ISSN 1469-9699, 1-13 p.Article in journal (Refereed) Published
Abstract [en]

This paper explores the increasing trend of adopting native advertising in the digital editions of traditional news media outlets. Native advertising is defined here as a form of paid media where the commercial content is delivered within the design and form of editorial content, as an attempt to recreate the user experience of reading news instead of advertising content. Methodologically, this study examines 12 news websites of legacy newspapers from Sweden, Spain, the United Kingdom, and the United States, and analyzes the adoption of native advertising during the span of January 2015. Subsequently, these advertisements are analyzed in terms of type, form, function, integration, measurement, disclosure, and authorship. The results show that while the degree of implementation is still modest, the way in which it is implemented is uneven across countries.

Place, publisher, year, edition, pages
2016. 1-13 p.
Keyword [en]
autonomy, commercialization, digital journalism, journalism values, native advertising, sponsored content
National Category
Media and Communications
Research subject
Media and Communication Studies
URN: urn:nbn:se:kau:diva-42099DOI: 10.1080/1461670X.2016.1165138ISI: 000383994900012OAI: diva2:930103
Available from: 2016-05-23 Created: 2016-05-23 Last updated: 2016-12-01Bibliographically approved

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Ferrer Conill, Raul
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