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Disclosing visual objects at the full-page ad level.

Disclosing visual objects at the full-page ad level.

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This study investigates the visual objects that are used to either disclose or disguise the commercial nature of native advertising as news articles. We adopt a “material object” approach to explore the potential implications for journalism regarding transparency, trust, and credibility. Methodologically, this study used content analysis covering 2...

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... to say, the lead-items have fewer visual objects to be coded because they take only a little space on the website. Use of border 100 1 100 1 100 1 100 1 100 1 100 1 Different background colour 94 0 100 1 100 1 100 1 94 0 In the analysis of the full-page ad, we first analysed the disclosing objects (see Figure 2). The first feature we observed was the number of labels in each ad page. ...

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... the separation of advertising and journalism is an essential aspect of professional journalism but is argued to be replaced by a norm of integration, putting journalistic autonomy at risk (coddington 2015;cornia, sehl, and Nielsen 2020). hybrid ads blur the boundaries between advertising and editorial content, as well as between the business side and the editorial staff, when journalists are asked to help producing hybrid ads (e.g., Ferrer-conill et al. 2021;Palau-sampio 2021). this alters the "institutionally sedimented arrangements" (hardy 2021, 865) of news organizations, advertisers, and journalists. ...
... although hybrid advertising in news outlets is not a new phenomenon, it has become more prevalent (serazio 2021). While native advertising became a popular practice in digital news media over the past decade in the United states and many european countries, other forms of hybrid advertising such, as advertorials in printed news media, had already gained ground during the 1980s and 1990s (e.g., Ferrer-conill et al. 2021;sandler and secunda 1993;stout, Wilcox, and greer 1989). these two waves of proliferation reflect two stages of economic challenge in the news industry. ...
... hybrid advertising can intensify this development in several ways. First, it increases integration at the content level, when ads blend in with news (Ferrer-conill et al. 2021). second, hybrid advertising fosters integration at the staff and practice level, as it is increasingly produced in-house and often involves the journalists of news organizations (Palau-sampio 2021). ...
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Hybrid advertising, such as native ads or advertorials, is a vital revenue stream for digital news media, but is normatively challenging, since it blurs the boundaries between advertising and journalism. We lack an overview of the types of hybrid advertising that news organizations deem acceptable, and insight into how they discursively legitimize blurring boundaries by publicly promoting such advertising. News media list and promote the advertising forms they offer to advertisers in their media kits, but communication scholars have overlooked this rich information source. In a quantitative content analysis of media kits, we examined portfolios of hybrid advertising offered by digital news media and how openly they promote the hybrid nature thereof. The results show that digital news media most commonly offer sponsored editorial content mimicking articles but also various other forms. We develop a taxonomy of the types of hybrid advertising based on their label, media format, and type of hybridity. News organizations openly promote the boundary-blurring nature while rarely highlighting disclosure policies. The bold promotion of ever-more forms of hybrid advertising discursively contributes to normalizing transgression of the iconic wall separating journalism from advertising and makes it increasingly difficult for audiences, regulators, and scholars to keep track.
... The last decade found various billionaires, or "moguls," investing in news organizations as a form of both public service and, potentially, as a driver of profits (Kennedy, 2018). Many news organizations, both new and old, have primarily or partially funded themselves through the publication of native advertising, or branded content that looks and reads like traditional journalism (Ferrer-Conill et al., 2021;Li, 2022). Finally, as is the case with The Athletic, the emergence of venture capital-funded organizations within journalism created newsrooms that both aligned with journalistic norms, but also deviated from them (Usher, 2017). ...
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Through the lens of disruptive innovation, the present study explores a potential model for local journalism—one that has proven particularly successful for sports journalism in The Athletic. The present study reports on in-depth interviews with Athletic employees across all facets of the organization (n = 49), and argues that the key to The Athletic’s success is reflected in its emphasis on implementing a national infrastructure for local reporting, and employing journalists already embedded in local communities. The article concludes with a rudimentary rendering of how this model could be implemented for local news.
... Este aspecto, además, se suma a la crisis de credibilidad que viven estos, en un momento en que su legitimidad está fuertemente cuestionada(Carlson y Locke, 2022). Ello refuerza la necesidad de definir las normas deontológicas que regulen las condiciones de contenido y desarrollo, producción y ejecución para estas prácticas, aún sin definir(Ferrer-Conill et al., 2021).El estudio llevado a cabo presenta algunas limitaciones, que abren nuevas líneas de investigación. En este sentido, futuros trabajos pueden ampliar el marco temporal del análisis, así como el número de medios que apuestan por el branded content informativo en sus versiones digitales. ...
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El branded content en su modalidad informativa se fundamenta en publicaciones que imitan el estilo y carácter del contenido editorial, intentando que su condición de patrocinado pase desapercibida a la audiencia. Esta investigación se propone analizar la calidad periodística de estas publicaciones a través de dos objetivos específicos. En primer lugar, se desarrolla una propuesta metodológica cualitativa para evaluar estos contenidos sponsorizados. Este índice contempla diez criterios fundamentales de la calidad periodística y asigna una valoración (<10) en una escala de cuatro niveles (deficiente, mínima, buena y excelente). En segundo lugar, se aplica este índice a una muestra de ítems publicados durante un mes (N=372) en seis de los principales medios digitales españoles. Los resultados evidencian estándares mínimos en el branded content informativo. Sólo uno de los seis medios analizados cumple con los estándares de buena calidad, con una valoración de 6,8, mientras que los restantes presentan niveles pobres de rigor periodístico. Cuatro de los medios ni siquiera alcanzan una valoración global de cinco sobre diez. Desde un punto de vista periodístico, el branded content informativo atiende a la selección de temas de interés para la ciudadanía y a los roles periodísticos de servicio y social. Sin embargo, las fuentes son escasas, están vinculadas a la empresa promotora y, a menudo, resultan poco adecuadas para tratar el tema. El estrecho vínculo entre el contenido y la marca evidencia el riesgo que el branded content supone para garantizar la distancia entre contenidos editoriales y comerciales.
... operativa e indagando sobre cómo innovar en su modelo de negocio, y así poder ampliar sus fuentes de ingresos y rentabilizar sus audiencias (Ahlers, 2006;Kostopoulos, 2020;Cañedo & Segovia, 2022), lo que se traduce en que, aparte de los ingresos por publicidad que se comercializa en el ecosistema digital principalmente en base a coste por mil impresiones (CPM) o coste por clic (CPC) (Lee & Cho, 2020;Johnson, 2023), los medios están potenciado sus modelos de suscripción, la realización de eventos en línea y el desarrollo de nuevos canales y formatos (Fondevila-Gascón, 2012;Papí-Gálvez, 2015;Lauerer, 2019;Price, 2020;Serazio, 2020;Wielki, 2020;Ferrer-Conill et al., 2021;Lee et al., 2021;Beckert, 2023) como el branded content y la publicidad nativa. Estas estrategias buscan reducir la dependencia que siempre han sufrido de los ingresos derivados de las campañas de publicidad. ...
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La sostenibilidad financiera de los medios de comunicación es el principal reto que afronta la industria periodística desde la irrupción de Internet y el cambio en el modelo de negocio periodístico. De una fuente de ingresos centrada en la publicidad se está evolucionando de forma decidida hacia fórmulas diversas de modelos de pago, tanto en la versión online de los medios tradicionales como en los surgidos de forma exclusivamente digital. No obstante, los resultados en forma de ingresos no son los esperados, ya que los medios en España acumulan en total un millón de suscriptores de pago, por debajo de las previsiones. La evolución de la audiencia y de los tipos de consumo obliga a innovar sobre posibles vías alternativas de ingresos y de fidelización de las audiencias. En la investigación se sigue una metodología cuantitativa (estadística) y cualitativa (entrevistas en profundidad y teoría fundamentada), en una dinámica de triangulación. Los resultados indican que el lector busca mecanismos alternativos de acceder a los contenidos, y que los medios de comunicación tratan de responder a ese reto adaptando las propuestas publicitarias. Se concluye que los medios deben promover y aprovechar canales alternativos para alcanzar al lector (como las redes sociales o la mensajería instantánea), y explorar y explotar anuncios programáticos directos a públicos concretos y la compra programática como nueva fuente de financiación que complemente las ya existentes.
... Changes in marketing practices contradict the long-standing normative tradition of separating editorial and commercial content. Newsrooms must maintain their authority and autonomy from commercial actors (Ferrer-Conill et al., 2020;Harlow, 2017). ...
... It indicates that the commercial content aired takes on the form and function of editorial content. They attempt to recreate the user experience of reading news instead of advertising content (Ferrer-Conill et al., 2020). ...
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YouTube has increasingly gained popularity among news media outlets. Numerous contents have been uploaded on news media official YouTube channels either in the form of regular or commercial news. In Indonesia, two national news media outlets, Kompas.com and Tribunnews.com, which initially focused on publishing their articles on their website, have employed so-called mobile journalists who can primarily produce and edit news videos for YouTube. This study is part of our research on the content industry in a disruptive era with mass media in Indonesia as a subject. This research aims to seek editorial and commercial content sources from mobile journalists and the considerations mobile journalists should make when creating editorial and commercial content for YouTube news channels. To answer these questions, we have identified the trending topics on social media and conducted a content analysis. In addition, we observed Kompas.com and Tribunnews.com YouTube channels and conducted interviews with the news editorial staff. The findings showed that regular news, trending and viral news, unique and in-depth reporting and online events, international news, Q&A with experts based on users' comments, and hot news from other YouTube accounts are the primary news sources for mobile journalists. These are utilized for either business purposes or newsroom agendas. It also discusses what aspects the journalists must consider before producing editorial and commercial content on their YouTube news channels.
... Changes in marketing practices contradict the long-standing normative tradition of separating editorial and commercial content. Newsrooms must maintain their authority and autonomy from commercial actors (Ferrer-Conill et al., 2020;Harlow, 2017). ...
... It indicates that the commercial content aired takes on the form and function of editorial content. They attempt to recreate the user experience of reading news instead of advertising content (Ferrer-Conill et al., 2020). ...
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Full-text available
YouTube has increasingly gained popularity among news media outlets. Numerous contents have been uploaded on news media official YouTube channels either in the form of regular or commercial news. In Indonesia, two national news media outlets, Kompas.com and Tribunnews.com, which initially focused on publishing their articles on their website, have employed so-called mobile journalists who can primarily produce and edit news videos for YouTube. This study is part of our research on the content industry in a disruptive era with mass media in Indonesia as a subject. This research aims to seek editorial and commercial content sources from mobile journalists and the considerations mobile journalists should make when creating editorial and commercial content for YouTube news channels. To answer these questions, we have identified the trending topics on social media and conducted a content analysis. In addition, we observed Kompas.com and Tribunnews.com YouTube channels and conducted interviews with the news editorial staff. The findings showed that regular news, trending and viral news, unique and in-depth reporting and online events, international news, Q&A with experts based on users' comments, and hot news from other YouTube accounts are the primary news sources for mobile journalists. These are utilized for either business purposes or newsroom agendas. It also discusses what aspects the journalists must consider before producing editorial and commercial content on their YouTube news channels.
... A larger portion of the traditional advertising is conducted by advertising enterprises; however, the primary native advertising production originates from news organizations. Once news organizations accept commercial sponsors, creating native advertising and branding content becomes another responsibility of journalists (Ferrer-Conill et al., 2020). Here, journalists have the capabilities to create effective native advertisements, as it follows news style, layout, and forms (Zhou & Xue, 2019). ...
... The integration of advertising and news has broken long-held professional norms for editors and deprived journalists of reporting autonomy to a significant degree (Wang & Li, 2017). Moreover, critics argued that the rise of native advertising has influenced editors to face new realities that they may have to write unauthentic content (Ferrer-Conill et al., 2020). Hence, in the case news organizations take part in native advertising production activity, then it becomes challenging for journalists to follow the code of journalist professional ethics. ...
... Thus, to some extent, native advertising deceives people by mixing advertising messages within regular information (Ferrer-Conill et al., 2020). To ensure transparency and avoid deceptiveness, regulators have to update policy so that consumers' rights can be protected. ...
... Zamith, Mañas-Viniegra and N uñez-G omez (2021) use neuromarketing analysis of eye tracking to assess how users read combinations of headline, text and image. Ferrer-Conill et al. (2020) compare the visual features by which native advertising is distinguished from news items. This innovative study examines the contradictions between "coinciding" visual objects which help to mimic news articles such as "lead paragraph, text size, text font, text colour, background colour, authorship bylines, banners," and "disclosing" objects that identify and distinguish native advertising "use of borders, number and explanation of disclosures, stating the advertiser and their logos." ...
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Sponsored editorial content is material with similar qualities and format to content that is typically published on a platform or by a content provider, but which is paid for by a third party. The growth of sponsored content in digital journalism over the last two decades has attracted wide-ranging research into developing practices, arrangements and their industrial, cultural and societal consequences. This introduction to a special issue on sponsored editorial content discusses the phenomena and how it has been understood and addressed by academic researchers, industry practitioners, regulatory agencies and civil society stakeholders. The article discusses definitions and definitional debates, provides a mapping of research approaches and findings, and identifies paths for future research, including those developed by authors for this special issue.
... Both strive to emulate editorial content in order to enhance the advertiser's brand and its message's appeal (Harms, Bijmolt, and Hoekstra 2017). These formats sometimes fail to provide basic information as to the existence of commercial interests (Perales Albert 2018;Ferrer-Conill et al. 2020). ...
... They want them to have a clear understanding of which content is sponsored, and believe that if readers are informed accordingly, these formats will not harm the journalistic brand's credibility. However, as other studies have found, in the balance between transparency and deception, news organizations do not boldly push for transparency and instead remain ambiguous (Ferrer-Conill et al. 2020). ...
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Over the last decade, top media organizations have restructured their newsrooms and created branded content teams, or studios, devoted entirely to the production of new native advertising formats in order to leverage this business opportunity. The goal of this exploratory study is to analyse how news organizations in Spain implement this strategy and create branded content teams, changing the structure of their newsrooms and shaping the practices and roles of the editors and journalists involved. Semi-structured interviews with professionals (n = 11) who work at news outlets (n = 8) were carried out in order to explain their structural, professional and ethical challenges. The results show that branded content teams can be classified into three organizational models (integrated, autonomous and emerging) and they are usually formed by hybrid professionals, linking commercial, editorial and design practices. The study participants justify the new practice adopting the role of norm entrepreneurs. Despite the warnings and risks, the interviewees asserted that by inserting an appropriate disclaimer in these new formats, credibility and transparency are not endangered. They also believe that sponsored content will become a fundamental pillar for the business models of their news organizations.