Native Advertising: Advertorial Disruption in the 21st-Century News Feed

ISBN-13: 9781032178691 / Angielski / Miękka / 2021 / 136 str.

Lisa Lynch

Opis

Native Advertising explores the rapid rise of native advertising in US and European news organizations, considering the consequences of this form of content for news producers, news audiences, and the quality of public discourse.

Spis treści

1. Native advertising saves the newsroom? How news outlets came to embrace native advertising and how audiences and regulators grapple with its rise 2. Studio N: In-house native advertising at US and European news publishers 3. Native on the issues: native advertising and issue-based messaging from corporations and nonprofits 4. Going native at The New York Times: a case study (by Ava Sirrah) 5. The future: the end of (native) advertising and the afterlife of news; Index

O autorze

Lisa Lynch is Associate Professor and Director of the Program in Media and Communications, Drew University, USA.

Ava Sirrah is a doctoral candidate in Communications at Columbia University, USA. Previously, she worked on brand partnerships in T Brand Studio at The New York Times .