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Native advertising - en ulv i fårakläder: En jämförande retorikanalys om sponsrade osponrade inlägg, i en professionell och en privat blogg
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Native advertising – a wolf in sheep clothing : A comparative rhetorical analysis about sponsored and non-sponsored posts in one professional and one personal blogg (English)
Abstract [sv]

Den här uppsatsen undersöker hur sponsrat material smälter in i det övriga innehållet, i två etablerade bloggar. Den ena är Petra Tungårdens professionella blogg och den andra är Nicole Falcianis privata blogg. Det är en jämförande studie mellan sponsrade blogginlägg och osponsrade inlägg. Studien är en kvalitativ retorikanalys som med hjälp av teorierna native advertising, retorik, personligt varumärke och parasocial interaktion undersöker hur de två bloggarna men hjälp av argumentation säjer in produkter eller tjänster till sina läsare. Resultatet visar att det finns både likheter och skillnader mellan argumentationen i de sponsrade och de osponsrade inläggen. Gemensamt för bloggarna är att det finns betydligt fler skillnader än likheter i argumentationen, men i den privata bloggen fanns det mycket fler skillnader jämfört den professionella. Vidare diskuteras att skillnaderna inte är tillräckligt markanta för att läsarna ska kunna upptäcka dem, och att problematiken med att urskilja sponsrat material kvarstår.

Abstract [en]

This paper investigates how sponsored content blend in with the other content, in two established blogs. One is Petra Tungården who has a professional blog, and one is Nicole Falciani's personal blog. It is a comparative study between sponsored blog posts and non-sponsored blog posts. The study is a qualitative rhetoric analysis using the theories native advertising, rhetoric, personal branding and parasocial interaction to investigate how the two bloggers recommend products or services to their readers with the help of argumentation. The result shows that the argumentation for the sponsored and the non-sponsored posts have both smililarities and differences. Both blogs have many more differences than similarities, but the personal blog turned out to have much more differences than the professional one. Further on it is discussed that the differences are not sufficientlly pronounced to the readers to detect them, and that the problem of distinguishing the sponsored content remains.

Place, publisher, year, edition, pages
2017. , 43 p.
Keyword [en]
Native advertising, blog, rhetoric, professional blog, personal blog, sponsored, non-sponsored
Keyword [sv]
native advertising, blogg, retorik, professionell blogg, privat blogg, sponsrat, opponerat
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-35090ISRN: JU-HLK-MKA-1-20170070OAI: oai:DiVA.org:hj-35090DiVA: diva2:1074530
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2017-02-20 Created: 2017-02-15 Last updated: 2017-02-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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