engleski

THE BOUNDARY BETWEEN NEWS CONTENT AND NATIVE ADVERTISING – IS IT CLEAR?

The very concept of native advertising is not unknown and is, as such, present in the marketing field. With the emergence and growing domination of social networks, especially Instagram, native advertising is experiencing its culmination, but it also gets the continuation of coexisting in hybrid media genres. While marketing is clear in defining and using native advertising, the problem arises in journalism. The emergence of a genre of clicks where the sensationalist titles differ from the content of the article itself has led to the trivialization of journalistic genres and the emergence of hybridity in journalism itself. In such an ambiguous defining situation, where online communication requires constant content generation and updating of information, journalism has become the subject of social media content. Never so many media genres have been overwhelmed, and information from one medium spilled into others, as today. The appearance of the influencers, Youtubers, and opinion makers made a turning point at the core of journalism. Though columnists and analysts have always been present as the voice of experts who engage in social events, their thoughts have not spilled beyond the media in which thoughts are published. However, their online versions have experienced an unimaginable situation. Influential companies, through native advertising, want to advertise their products on social networks. The actors themselves, because of the large number of followers accompanying them in the same media, knowingly talk about the story of the advertised brands, and then the same tale is told on some of the informative portals. This confusing situation, where there is no clear boundary between advertisements and journalistic articles, numerous theorists areattempting to scatter. The authors made a research about native advertising in Croatian media and how to be clear about the boundaries of it. The research concluded in-depth interviews with practitioner and academics who gave review on practice in Croatian media outlets, regarding native content

journalism forms, media, native advertising, portals

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