Political Advertising Camouflage As News

Camelia Catharina Pasandaran

Abstract


Advanced technology has significantly influenced media and its environment, including their audience and advertisers. The changes have forced the media to rethink their business model. Native advertising, undisruptive advertising that looks like the original content of the media, is one of the new advertising form developed in the past few years. This trends started in Indonesian in 2014 as some big online media offers the native advertising space to the advertisers. In the perspective of Baudrillard’s postmodern view, this is a kind of simulation which may lead to the death of the reality. This study seeks to find the way news simulation work in Indonesian online media advertising. The result shows that the packaging, the placement, and the minimum disclosure of political native advertising have blurred the separation between commercial and editorial content. Analyzing from Baudrillard’s perspective, this news simulation is at the second stage of simulation, or evil appearance, in which people can no longer differentiate between the real news and the ads which simulate the news.


Full Text:

PDF

References


Adam, A. (2018, Februari). Benarkah Bisnis Media Online Tak Secerah Masa Depan Internet? Tirto.Id. Accessed from https://tirto.id/benarkah-bisnis-media-online-tak-secerah-masa-depan-internet-cEv5 in May, 2018

Amazeen, M. A., & Muddiman, A. R. (2018). Saving Media or Trading on Trust?: The effects of native advertising on audience perceptions of legacy and online news publishers. Digital Journalism, 6(2), 176–195. https://doi.org/10.1080/21670811.2017.1293488

Amazeen, M. A., & Wojdynski, B. W. (2018). The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers. Journalism: Theory, Practice & Criticism, 146488491875482. https://doi.org/10.1177/1464884918754829

Baudrillard, J. (2006). Simulacra and Simulation. Michigan: University of Michigan Press.

Campbell, C., & Evans, N. J. (2018). The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising. Journal of Interactive Marketing, 43, 17–32. https://doi.org/10.1016/j.intmar.2018.02.002

Cornia, A., Sehl, A., & Nielsen, R. K. (2018). ‘We no longer live in a time of separation’: A comparative analysis of how editorial and commercial integration became a norm. Journalism, 146488491877991. https://doi.org/10.1177/1464884918779919

Ellis, J. (2012). BuzzFeed adapts its branded content approach to political advertising, and Obama’s in. NiemanLab. Accessed from http://www.niemanlab.org/2012/10/buzzfeed-adapts-its-branded-content-approach-to-political-advertising-and-obamas-in/ in May 2018

Ferrer Conill, R. (2016). Camouflaging Church as State: An exploratory study of journalism’s native advertising. Journalism Studies, 17(7), 904–914. https://doi.org/10.1080/1461670X.2016.1165138

Howe, P., & Teufel, B. (2014). Native Advertising and Digital Natives: The Effects of Age and Advertisement Format on News Website Credibility Judgments, 4(1), 14.

Hsieh, H.-F., & Shannon, S. E. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687

Iversen, M. H., & Knudsen, E. (2017). When politicians go native: The consequences of political native advertising for citizens’ trust in news. Journalism: Theory, Practice & Criticism, 146488491668828. https://doi.org/10.1177/1464884916688289

Kaneva, N. (2018). Simulation nations: Nation brands and Baudrillard’s theory of media. European Journal of Cultural Studies, 21(5), 631–648. https://doi.org/10.1177/1367549417751149

Krouwer, S., Poels, K., & Paulussen, S. (2017). To Disguise or to Disclose? The Influence of Disclosure Recognition and Brand Presence on Readers’ Responses Toward Native Advertisements in Online News Media. Journal of Interactive Advertising, 17(2), 124–137. https://doi.org/10.1080/15252019.2017.1381579

Lee, J., Kim, S., & Ham, C.-D. (2016). A double-edged sword? Predicting consumers’ attitudes toward and sharing intention of native advertising on social media. American Behavioral Scientist, 60(12), 1425–1441.

McCoy, S., Everard, A., Galletta, D., & Polak, P. (2004). A Study of the Effects of Online Advertising: A Focus on Pop-Up and In-Line Ads, 6.

Smith, M. (2017). The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth. McGraw-Hill Education.

Wojdynski, B. W. (2016). The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising. American Behavioral Scientist, 60(12), 1475–1491. https://doi.org/10.1177/0002764216660140

Wojdynski, B. W., & Evans, N. J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising, 45(2), 157–168. https://doi.org/10.1080/00913367.2015.1115380

Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., & Wang, R. (2016). A Tale of Two Sources in Native Advertising: Examining the Effects of Source Credibility and Priming on Content,Organizations, and Media Evaluations. American Behavioral Scientist, 60(12), 1492–1509. https://doi.org/10.1177/0002764216660139




DOI: http://dx.doi.org/10.25008/jkiski.v3i2.239





Article Metrics:

Abstract Views - 54

PDF Downloads - 33



Refbacks

  • There are currently no refbacks.


Indexed by: 
Google Scholar  Mendeley      Scientific Indexing Services

Copyright of Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (p-ISSN : 2548-8740, e-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


Sekretariat Redaksi JURNAL KOMUNIKASI Ikatan Sarjana Komunikasi Indonesia (ISKI) 
Jl. Hang Lekir I No. 8 Jakarta Selatan C/Q Lembaga Penelitian dan Pengabdian kepada Masyarakat UPDM(B)

Contact Person: Dr. Rajab Ritonga, M.Si
Email                  : ritonga16rajab@gmail.com / rajab.ritonga@dsn.moestopo.ac.id
Call/Whatsapp : +62811133471
View My Stats