Izvorno oglaševanje

opredelitev skozi teoretska izhodišča in prakso v slovenskih medijih

Nina Lenko (Author), Dejan Verčič (Mentor)

Abstract

O izvornem oglaševanju se v medijskih in oglaševalskih krogih v zadnjih letih govori in piše vse več, a manjka raziskav in enoznačnih definicij, kaj šele pravilnikov, ki bi natančneje in predvsem v skladu z novimi trendi in (spletnimi) mediji regulirali negativne vidike, na katere v povezavi z brisanjem meja med novinarstvom in oglaševanjem opozarjajo kritiki. Ob dejstvu, da so nekatere podobne prakse oglaševanja z videzom uredniške vsebine obstajale že stoletje pred pojavom pojma izvorno oglaševanje, se pojavi vprašanje, v čem je sodobni trend, ki ga ugotavljajo in tako imenujejo tudi številni teoretiki, sploh drugačen. Ključni cilj magistrskega dela je pojasniti vprašanje, kaj izvorno oglaševanje – ki ga v empiričnem delu ob pomoči kvalitativne študije z namenskim vzorcem in metode poglobljenih polstrukturiranih intervjujev preučimo tudi skozi opredelitve devetih predstavnikov petih slovenskih spletnih medijev in njihove prakse – sploh je. Soglasnega odgovora na raziskovalno vprašanje, kaj je izvorno oglaševanje, ne moremo skleniti ne iz teoretskega dela ne iz empirične raziskave. Lahko pa skozi prakse slovenskih spletnih medijev, ki jih sicer interno večinoma ne imenujejo tako, potegnemo številne vzporednice tega trenda z ugotovitvami teoretikov: Ne glede na to, da je v določenih točkah podoben starejšim oziroma že obstoječim praksam, bi nekaterim spremembam v medijskih organizacijah, kot so ustanavljanje posebnih oddelkov za produkcijo oglaševalskih vsebin z videzom uredniških in pri teh poudarjanje uporabne, relevantne vsebine visoke kakovosti, lahko pripisali pojav novega trenda, ki ga glede na ugotovitve teoretikov torej lahko imenujemo izvorno oglaševanje.

Keywords

izvorno oglaševanje;advertorial;spletni mediji;Oglaševanje;Množični mediji;Novinarstvo;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2018
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Lenko]
UDC:	659.1:070(043.3)
COBISS:	35825245
Views:	623
Downloads:	240
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	The definition of native advertising through theory and practice in Slovenian media
Secondary abstract:	There has been a lot of debate about native advertising in the discipline of media and advertising for the last few years. But there is a lack of research and unambiguous definitions, not to mention the lack of accurate rules that would follow the latest trends in media and regulate the negative aspects of blurring the lines between journalism and advertising the critics warn us about. The aim of the master thesis is to explain what native advertising actually is. With the qualitative study of purposeful sampling and the method of in-depth semi-structured interviews we focus on how the term is defined by the nine interviewees from the five Slovenian online media and through their practice. There is no unanimous answer to the research question that would reflect from the theoretical part and empirical study. But while researching the practices of Slovenian online media, we can draw some parallels between the definitions of the theorists and representatives of Slovenian online media: Regardless of the fact that there are many similarities with older or existing practices, some changes that are happening in media organizations, such as the establishing of special internal departments that produce advertising in the form of journalistic content and in doing so emphasize the importance of useful, relevant content of high quality, could be defined as the new trend, which – according to the findings of the theorists – we can name native advertising.
Secondary keywords:	Advertising;Mass media;Journalism;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	86 str.
ID:	10961143