De etiske journalister: Native Advertising

Asger Bach Holst, Annika Jeppesen & Marcus Turunen

Studenteropgave: Basisprojekt


This project investigates the opinions about Native Advertising, among RUC-students who study journalism. In qualitative interviews a number of students point out advantages and disadvantages of Native Advertising as they see them, as well as they reflect upon if they eventually can see themselves work with Native Advertising.
A selection of their responds are analysed with the use of a pragmatic argument analysis.
The outcome of the analysis is the base of a discussion, which also include theories of journalism ethics, and relevant opinions of the general debate on Native Advertising.
The project concludes that the students mainly have a critical view of Native Advertising especially when it comes to transparency and objectivity. This is because they possess a rather idealistic view of journalism in general.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato20 dec. 2016
Antal sider39


  • Native Advertising
  • Presseetik
  • John C. Merrill
  • Pragmatisk argumentationsanalyse
  • Medierne under økonomisk pres
  • Journalistik
  • Journaliststuderende
  • Kvalitativt interview