The ethics of 'embedded' media content: Product placement and 'advertorial' on steroids

Macnamara, JR; Dessaix, A

The ethics of 'embedded' media content: Product placement and 'advertorial' on steroids

Macnamara, JR

Dessaix, A

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Publisher:: Australian and New Zealand Communication Association
Publication Type:: Conference Proceeding
Citation:: Refereed proceedings of the Australian and New Zealand Communication Association Annual Conference 2014, 2014, pp. 1 - 21 (21)
Issue Date:: 2014-08-01

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Field	Value	Language
dc.contributor.author	Macnamara, JR https://orcid.org/0000-0003-1387-3882	en_US
dc.contributor.author	Dessaix, A	en_US
dc.contributor.editor	Bossio, D	en_US
dc.date	2014-06-09	en_US
dc.date.issued	2014-08-01	en_US
dc.identifier.citation	Refereed proceedings of the Australian and New Zealand Communication Association Annual Conference 2014, 2014, pp. 1 - 21 (21)	en_US
dc.identifier.issn	1448-4331	en_US
dc.identifier.uri	http://hdl.handle.net/10453/36216
dc.description.abstract	While product placement and ‘advertorial’ have been used by advertising and public relations for the best part of a century to place sponsored messages in media content in covert ways, a raft of new techniques and formats for ‘embedding’ marketing and promotional messages in media content are emerging which take these practices to a whole new level and raise major questions about media transparency and ethics. These go by a range of names including sponsored content, integrated content, and native advertising. This paper presents a critical analysis informed by a case study of a state government agency that, in its search for more effective approaches to health communication, uncovered a lack of definitions, guidelines, and transparency in a number of emerging media practices that warrant close attention by researchers, industry regulators, and professional bodies.	en_US
dc.publisher	Australian and New Zealand Communication Association	en_US
dc.relation.ispartof	Refereed proceedings of the Australian and New Zealand Communication Association Annual Conference 2014	en_US
dc.relation.ispartof	Australian and New Zealand Communication Association Conference	en_US
dc.title	The ethics of 'embedded' media content: Product placement and 'advertorial' on steroids	en_US
dc.type	Conference Proceeding
utslib.location.activity	Swinburne University, Melbourne	en_US
utslib.for	2001 Communication and Media Studies	en_US
dc.location.activity	Swinburne University, Melbourne
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2014-06-11	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2014-06-09	en_US

Abstract:

While product placement and ‘advertorial’ have been used by advertising and public relations for the best part of a century to place sponsored messages in media content in covert ways, a raft of new techniques and formats for ‘embedding’ marketing and promotional messages in media content are emerging which take these practices to a whole new level and raise major questions about media transparency and ethics. These go by a range of names including sponsored content, integrated content, and native advertising. This paper presents a critical analysis informed by a case study of a state government agency that, in its search for more effective approaches to health communication, uncovered a lack of definitions, guidelines, and transparency in a number of emerging media practices that warrant close attention by researchers, industry regulators, and professional bodies.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/36216