Branded content is a relatively new type of advertising that has emerged with media advancements in the past decade. In addition, the rise of social media helped coin this term to describe unique means of ad displacement.
USC Annenberg School for Communication and Journalism curated this definition. Branded content is paid content created and delivered outside of traditional advertising means, using formats familiar to consumers, with the intent of promoting a brand -- either implicitly or explicitly -- through controlled storytelling.
Consumers are unintentionally pulled into these branded ads in their daily viewership. Whether it is an apparent direct link on a brand ambassador's Instagram post or a subtle reference to a product in an article, branded content is prevalent in all modern media forms.
How can we ensure that this type of branding remains ethical and equal? In short, we know that it is impossible to track all branded content and catch every unethical case. But, as journalists, we must keep a sharp eye out and at least hold those that we can accountable.
Lines get blurry, and many studies have found opinions on branded content and its equality and ethical standards. While it can be a great way for PR professionals to get their content out, they still have to balance the duty of ethically reporting to the public.
PRSA warns that if we (journalists) are not careful, branded content can tempt us to laziness, even as it sets new ethical traps. We must not dismiss basic codes of ethics.
When we promote a brand, we must label it as an advertisement. In developing a story, we can not edit out negative reviews on these brands to fit the branded content's agenda. Not losing sight of the value of earned media can be vital in navigating these situations.
As journalists, we are conditioned to follow our story from interview to follow-up. However, the newsroom is not responsible for placing branded content. After publication, it can be beneficial to scan your article or editorial for unbeknownst branded content.
Haley,
ReplyDeleteAs I was reading your post I automatically connected it to a lecture we recently had in class where we focused on influencers, which is a non traditional way of advertising. influencers cause an immense issue regarding ethics among brands, many influencers promote a brand. However, it is not always clear if the influencer likes and uses the brand in their personal life or if they are solely just promoting it to bring money into their bank account.
Haley and Mackenzie,
ReplyDeleteThe post itself was creative and an easy read-a-long. I was inspired to comment after reading Mackenzies comment about influencers. I actually also wrote about branded content and its correlation to influencers in my blog post, but I believe that the two go hand and hand. When it comes to influencers their platforms are huge and ever growing; which leads to their followers taking their "advice" and purchasing the goods and services that they promote. I agree with Mackenzie and believe that the influencers are often motivated by money rather than by helping people.
Hey!
ReplyDeleteI really enjoyed reading your blog post, it was very thoughtful and well-written!
Just like some of the previous comments, branded content always reminds me of influencers! A lot of the popular content creators seem to blur the lines when it comes to ads, but I think it's also important to point out the creators that do branded content well! There are some great celebs that make the content both interesting and clear that the content is an advertisement.
Hi Haley!
ReplyDeleteI decided to respond to your post after your opening paragraph drew me in. The title was also catchy but it was the wording and strong hook of your opening paragraph that kept me in your post.
Reading through, I was mostly in the same boat with your points. But it does beg to question what happens if someone catches a placed ad in a newspaper that the editors didn't? Should there be stricter rules and regulations on branded ads?
Thanks for sharing!
-Helena Kalantzis