Banca de DEFESA: MICHELLE MATOS RUBIM

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MICHELLE MATOS RUBIM
DATE: 22/09/2023
TIME: 14:30
LOCAL: Facom
TITLE:

Between editorial and commercial boundaries: mapping brand journalism practices in the Brazilian context

KEY WORDS:

Brand Journalism. Native Advertising. Branded Content. Editorial integration. Organizational Models.

PAGES: 132
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Jornalismo e Editoração
SUMMARY:

This study aims to map the practices of brand journalism in the Brazilian context among the country's major news outlets, with a focus on Studios, and an emphasis on delineating organizational models. The methodology employed involved a qualitative-descriptive approach, including the analysis of 40 media outlets audited in 2022 by the Instituto Verificador de Comunicação (IVC - Communication Verification Institute). Additionally, exploratory research was conducted along with the application of surveys to the investigated companies, and six in-depth interviews were carried out with professionals from the industry. The work is organized into four chapters: the first is the Introduction, which presents how branded content practices have impacted the communication industry. The second chapter explores the emerging concept of brand journalism, addressing its characteristics, objectives, and impacts. It examines how brands use journalistic techniques to create news-like content, as well as the ethical challenges and boundaries between editorial and commercial content. The third chapter focuses on the interactions between journalism, mediatization, and emerging practices in the digital context. It also examines the breakdown of the traditional "wall" between journalistic writing and commercial activities. This section also covers the rise of brand Studios and their influence on journalistic practices. The fourth chapter provides an overview of brand journalism in Brazil, using data from the analyzed corpus, and discusses the found organizational models. The results indicate that a significant portion of media outlets produce tailored content for brands, including the adoption of Labs, Studios, and specialized Hubs as strategies to meet the demands of brands and media companies. The use of dedicated teams and spaces not only increases revenue but also introduces a contemporary approach to the creation and dissemination of advertising content. Three predominant models identified in the study are discussed: the Independent Model – adopted by companies that maintain exclusive teams for brand content production, often within media conglomerates; the Hybrid Model – characterized by greater integration between editorial and commercial teams, with the commercial sector working on client acquisition and editorial journalists creating content for brands, focusing on interdepartmental collaboration; and the Complementary Model – in which newspapers primarily use content provided by contracting companies or agencies, with editorial review before publication. In summary, the identified organizational models – Independent, Hybrid, and Complementary – while distinct, converge in their pursuit of financial sustainability and promote synergistic collaboration between editorial and commercial teams, outlining the complexity of the intersection between journalism and marketing practices in the current communication landscape.

COMMITTEE MEMBERS:
Presidente - 1318680 - IVANISE HILBIG DE ANDRADE
Interna - 3191671 - LIVIA DE SOUZA VIEIRA
Externa ao Programa - 3722090 - CLAUDIANE DE OLIVEIRA CARVALHO - UFBA