Defense Date
3-31-2016
Graduation Date
Spring 2016
Availability
Immediate Access
Submission Type
thesis
Degree Name
MS
Department
Journalism and Multimedia Arts
School
McAnulty College and Graduate School of Liberal Arts
Committee Chair
Michael Dillon
Committee Member
Giselle Auger
Committee Member
Zeynep Tanes-Ehle
Keywords
Advertising, Advertorial, Brand Journalism, Journalism, Journalism Ethics, Native Advertising
Abstract
Native advertising has rapidly gone from a relative unknown form of content marketing to a highly sought-after form advertising online in a few short years. With the help of ad blocking services and consumer rejection of advertisements that consumers perceive to invade their privacy, native advertising is projected to continue its rapid growth in popularity. By design, native advertising assumes the form and function of its host's own content. This study examines whether native advertising has adopted not only the aesthetic form and goals of journalism, but the conventions of journalism formed over more than the past century.
Format
Language
English
Recommended Citation
Warnick, A. (2016). A Qualitative Analysis of the Native Advertising Model with Reference to the Conventions of Journalism (Master's thesis, Duquesne University). Retrieved from https://dsc.duq.edu/etd/1342