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Står journalistikens trovärdighet på spel?: en kvalitativ publikstudie om native advertising i svenska nyhetsmedier
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to study native advertising and the public perception of newspaper credibility, and if this form of advertising have any ethical implications for the newspapers. Recent studies show that native advertising is perceived, from the public’s perspective, as a deceptive form of advertisement. Therefore this thesis also seeks to understand how the public copes with this deceptive form of advertisement. This thesis employs a qualitative research approach through focus group studies that include three different age groups, reaching from students aged 20-30 up to retirees aged 65 and up. Findings suggest that native advertising has a negative effect on the readers; the respondents explained that they found this form of advertising deceptive and also ethically problematic for the papers. Results also showed that the readers preferred advertisement where they felt in control of the outcome of the persuasion attempt. The study concludes that the public’s credibility judgment towards the newspapers weaken by native advertising.

Place, publisher, year, edition, pages
2017. , 78 p.
Keyword [en]
Native advertising, credibility, Swedish newspapers, public, social responsibility
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-55693OAI: oai:DiVA.org:oru-55693DiVA: diva2:1074169
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2017-02-14 Created: 2017-02-14 Last updated: 2017-02-14Bibliographically approved

Open Access in DiVA

fulltext(1405 kB)61 downloads
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File name FULLTEXT01.pdfFile size 1405 kBChecksum SHA-512
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School of Humanities, Education and Social Sciences, Örebro University, Sweden
Media and Communications

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf