Change search
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
The fine line between journalism and advertising: A critical discourse study of ELLE.se’s use of advertorials and click-based content and an evolving hybrid genre
Stockholm University, Faculty of Humanities, Department of Media Studies.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to explore the expressions of a commercialising fashion journalistic genre by focusing on how ELLE.se, Sweden’s biggest online fashion platform, use advertorials and click-based content. This is investigated through three research questions focusing on what journalistic and marketing discourses that are apparent in advertorials and click-based material; what blend of genres that are seen in different kinds of text commercial on ELLE.se and what discursive conflicts between journalistic ideals and commercial pressure are seen in the production of advertorial content. Theories used in the study are marketisation of public discourse together with Fairclough’s Critical Discourse Analysis (CDA), the commercialisation of news and lastly genres, also focusing on fashion journalism as a genre. In order to explore the expressions a discursive analysis is used on advertorials and click- based material on ELLE.se whilst qualitative interviews with respondents producing the content are conducted to investigate the third research question.

The results of the study show that numerous journalistic and marketing discourses are apparent in advertorials and click- based material, with personification through conversational discourse, the pursuit of happiness by portraying the reader as an imperfect person and a friendly brand through corporate advertising as three recurrent themes. A majority of the text commercial at ELLE.se balances between editorial content and advertisement, demonstrating many aspects of an evolving hybrid genre. Lastly, respondents in the qualitative interviews identify digitalisation, loss of journalistic quality and decreased reliability as three discursive conflicts between journalistic ideals and commercial pressure. The result stresses how the impact of commercialism and how journalistic and promotional discourses are continuously blended, showing aspects of ongoing hybridisation and converging genres. 

Place, publisher, year, edition, pages
2018. , p. 47
Keywords [en]
Fairclough, Critical Discourse Analysis, advertorials, native, affiliate, fashion journalism, commercialism, hybrid genre
National Category
Media Studies
Identifiers
URN: urn:nbn:se:su:diva-157278OAI: oai:DiVA.org:su-157278DiVA, id: diva2:1218003
Examiners
Available from: 2018-08-07 Created: 2018-06-13 Last updated: 2018-08-07Bibliographically approved

Open Access in DiVA

The fine line between journalism and advertising(56849 kB)3 downloads
File information
File name FULLTEXT01.pdfFile size 56849 kBChecksum SHA-512
8e5922235c320651ca36f984cb59410e8b958b9c2fde525cf8014ba81e60391334c72dcd76d636097627bd1c98158faed8d49ea3e2d3a3c8519fb0e4343238d0
Type fulltextMimetype application/pdf

By organisation
Department of Media Studies
Media Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 3 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 7 hits
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