A threat to journalism? How journalists and advertising sales managers in news organizations perceive and cope with native advertising

Bibliographic Data

ID7477296
AuthorsJohannes Beckert (0000-0003-1418-0818, Johannes Gutenberg University Mainz, corresponding author)
Year2022
Volume24
Issue8
Pages1733-1751
Publication date2022-01-17
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism (JOURNAL)
Journal identifiersISSN: 1464-8849 • E-ISSN: 1741-3001
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/14648849211067584
OpenAlexW4206240188
LanguageEN
Citations received9
References cited38

In the course of digitization, the traditional business model of news organizations has been substantially challenged, making innovative formats necessary to master the business of online news. Native advertising (i.e., sponsored articles) is considered an escape from this dilemma. In adapting to journalistic content, this advertising format is distinct from conventional online advertising and allows advertisers to convey persuasive messages in an unobtrusive manner. However, despite its financial benefits, there are ethical concerns about native advertising, which is inherently and intentionally deceptive to its audience. Moreover, native advertising perforates the normative wall separating journalistic responsibilities from advertisers’ interests. In news organizations, this is reflected in the relationship between journalists and advertising sales managers. The present study therefore explored how individuals in these two roles differ in their perceptions of risks and opportunities related to native advertising and in how they cope with ethical concerns. Exploring the power relations between journalists and sales managers in collaborations on native advertising, this study also sheds light on potential restrictions of journalistic autonomy caused by native advertising

Advertising · Advertising account executive · Advertising campaign · Advertising research · Business · Native advertising · Online advertising · Perception · Political science · Power (physics · Public relations · Search advertising · The Internet · Computer Science · Digital Marketing and Social Media · Media Studies and Communication · Psychology · Public Relations and Crisis Communication

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