Etika i native oglašavanje: Stavovi medijskih djelatnika

master's thesis

• Title (english): Ethics and Native Advertising: Attitudes of Media Workers
• Author: Doris Bučela
• Mentor: Dunja Majstorović Jedovnicki (mentor)
• Committee member: Dunja Majstorović Jedovnicki (predsjednik povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Ovaj rad daje uvid u stavove medijskih djelatnica o potrebi korištenja novinarske etike u kreiranju native oglašavanja. Cilj istraživanja bio je odgovoriti na pitanja o tome oslanjaju li se, i ako da, u kolikoj mjeri, kreatorice native sadržaja na pravila novinarske etike te smatraju li istu potrebnom u svojem svakodnevnom radu i odnosu s klijenticama. Istraživanje je provedeno metodom polustrukturiranog intervjua koji je obavljen s deset ispitanica. Sve ispitanice su u trenutku istraživanja ili prije radile u nekom od native odjela vodećih hrvatskih medija. Ustanovljeno je da native kreatorice novinarsku etiku smatraju važnom i poželjnom referencom u radu, ali primjećuje se nedostatak specifične regulative u ovom području. Medijske djelatnice pri kreiranju native sadržaja tako se svakako oslanjaju na etiku i upoznate su s njezinim glavnim postulatima. Najvažnijim smatraju zaštitu sugovornica i maloljetnica te iznošenje vjerodostojnih i istinitih informacija. S većim etičkim dilemama rijetko se susreću, ali bitno je naglasiti da native već u samoj srži odvajaju od novinarske etike jer nastaje kao pristrani sadržaj.

Abstract (english)

This thesis aimed to provide insight into the attitudes of media professionals towards the need for applying journalistic ethics in creating native advertising. The research goal was to address questions about whether, and to what extent, creators of native content rely on the principles of journalistic ethics, and whether they consider it necessary or redundant in their daily work and client relationships. The research was conducted using a semi-structured interview method with ten participants. All respondents were either currently or previously employed in the native advertising departments of major Croatian media outlets. It was determined that native content creators consider journalistic ethics to be an important and desirable reference in their work, but a lack of specific regulations in this area was observed. Media professionals involved in creating native content do rely on ethics and are familiar with its main principles. They consider the protection of sources and minors, as well as the presentation of credible and accurate information, to be of paramount importance. They rarely encounter significant ethical dilemmas, but it's important to note that native content inherently deviates from traditional journalistic ethics as it involves biased content.

• Keywords: novinarska etika; native oglašavanje; stavovi djelatnica; polustrukturirani intervju
• Keywords (english): journalistic ethics; native advertising; professionals' attitudes; semi-structured interview
• Language: croatian
• URN:NBN: urn:nbn:hr:114:309065
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-09 13:12:12