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題名 原生廣告倫理問題與規範初探
An Exploratory Study on the Ethical Issues and Standards of Native Advertising作者 梁元齡
Liang, Yuan-Ling貢獻者 鍾蔚文
Chung, Wei-Wen
梁元齡
Liang, Yuan-Ling關鍵詞 原生廣告
贊助內容
付費文章
品牌合作
置入性行銷
媒體倫理
Native advertising
Sponsored content
Paid post
Advertorial
Media ethics
Advertising ethics日期 2022 上傳時間 5-Oct-2022 09:28:15 (UTC+8) 摘要 本研究聚焦探索製作原生廣告的倫理可能性。近年來,原生廣告成為廣告類型的當紅炸子雞,該產品特性為贊助者與內容創作者共同產製,形式與其他獨立製作內容相似。對於資金窘困的新聞媒體業者而言,原生廣告是一種能夠維繫機構營收的合作選項。然而,原生廣告本質將新聞實務與品牌價值結合,恐對受眾造成誤導,在界線上也有所混淆,因此產生倫理疑慮;更甚,原生廣告的普及性與日俱增,卻沒有針對其特殊型態制定相應的倫理指引,無論是參與其中的贊助商或媒體,都有失去公眾信任的危險。本研究剖析原生廣告製作流程,並從五個倫理角度:真實與正確性、透明性、獨立性、公平性、當責性,審視原生廣告違反倫理的實務作為,期許能減少對雙方機構的信任損害。最後,本文根據對原生廣告實務製程的觀察,提出倫理合作流程的建議,也設計簡易的倫理確認清單,協助贊助者、媒體內容創作者、或居中協調的公關人員,在混沌的原生廣告生態中找到以倫理為基礎的立足點。
This research focuses on exploring the possibility of ethical practice in native advertising. In recent years, native advertising, a form of ads co-produced by sponsors and content creators that resemble editorials, has become one of the most popular advertising choices. News organizations have gradually adopted native advertising to generate profits and sustain their publication.Nevertheless, native advertising, which blends brand interests with journalistic practices, may mislead the audience and has aroused ethical concerns. Given the prevalence of native advertising, there have been few guidelines regarding its ethics, which may further endanger trust for both parties.This thesis attempts to address unethical practices and trust crises by examining the production processes further. First, this article will highlight how "trust" functions as an essence of native advertising, underlining the importance of journalism and enterprise ethics in the ecosystem and how they correlate with native ads` feasibility. Secondly, the research will display how native advertising is produced in four stages. Thirdly, the article identifies several unethical behaviors in the current production process and proposes possible solutions in each of the circumstances.Finally, this article will provide a new perspective by proposing an ethical collaboration framework to help all parties, including sponsors, editorial staff, and PR personnel, find a firm footing in the uncertain terrain of native advertising.參考文獻 Andrew Epstein (2022). How Did T.S. Eliot Go From Young and Wild to Old and Stodgy? The New York Times. https://www.nytimes.com/2022/09/02/books/review/robert-crawford-eliot-after-the-waste-land.htmlAmazeen, M. A., & Muddiman, A. R. (2018). Saving media or trading on trust? 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
105461005資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105461005 資料類型 thesis dc.contributor.advisor 鍾蔚文 zh_TW dc.contributor.advisor Chung, Wei-Wen en_US dc.contributor.author (Authors) 梁元齡 zh_TW dc.contributor.author (Authors) Liang, Yuan-Ling en_US dc.creator (作者) 梁元齡 zh_TW dc.creator (作者) Liang, Yuan-Ling en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-Oct-2022 09:28:15 (UTC+8) - dc.date.available 5-Oct-2022 09:28:15 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2022 09:28:15 (UTC+8) - dc.identifier (Other Identifiers) G0105461005 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142177 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 105461005 zh_TW dc.description.abstract (摘要) 本研究聚焦探索製作原生廣告的倫理可能性。近年來,原生廣告成為廣告類型的當紅炸子雞,該產品特性為贊助者與內容創作者共同產製,形式與其他獨立製作內容相似。對於資金窘困的新聞媒體業者而言,原生廣告是一種能夠維繫機構營收的合作選項。然而,原生廣告本質將新聞實務與品牌價值結合,恐對受眾造成誤導,在界線上也有所混淆,因此產生倫理疑慮;更甚,原生廣告的普及性與日俱增,卻沒有針對其特殊型態制定相應的倫理指引,無論是參與其中的贊助商或媒體,都有失去公眾信任的危險。本研究剖析原生廣告製作流程,並從五個倫理角度:真實與正確性、透明性、獨立性、公平性、當責性,審視原生廣告違反倫理的實務作為,期許能減少對雙方機構的信任損害。最後,本文根據對原生廣告實務製程的觀察,提出倫理合作流程的建議,也設計簡易的倫理確認清單,協助贊助者、媒體內容創作者、或居中協調的公關人員,在混沌的原生廣告生態中找到以倫理為基礎的立足點。 zh_TW dc.description.abstract (摘要) This research focuses on exploring the possibility of ethical practice in native advertising. In recent years, native advertising, a form of ads co-produced by sponsors and content creators that resemble editorials, has become one of the most popular advertising choices. News organizations have gradually adopted native advertising to generate profits and sustain their publication.Nevertheless, native advertising, which blends brand interests with journalistic practices, may mislead the audience and has aroused ethical concerns. Given the prevalence of native advertising, there have been few guidelines regarding its ethics, which may further endanger trust for both parties.This thesis attempts to address unethical practices and trust crises by examining the production processes further. First, this article will highlight how "trust" functions as an essence of native advertising, underlining the importance of journalism and enterprise ethics in the ecosystem and how they correlate with native ads` feasibility. Secondly, the research will display how native advertising is produced in four stages. Thirdly, the article identifies several unethical behaviors in the current production process and proposes possible solutions in each of the circumstances.Finally, this article will provide a new perspective by proposing an ethical collaboration framework to help all parties, including sponsors, editorial staff, and PR personnel, find a firm footing in the uncertain terrain of native advertising. en_US dc.description.tableofcontents Chapter Ⅰ Research Background 11.1 Research Motivation 11.2 Defining native advertising 21.3 News, ads, and the evolving ecosystem 31.4 Research problem 6Chapter Ⅱ Literature Review 72.1 Native advertising as a promising source of revenue 72.2 Ethical concerns in native advertising 92.3 Public trust as an asset 122.4 Controversy remains unsolved 152.5 Codes of ethics 17Chapter Ⅲ Methodology 203.1 Indicative cases 203.2 Interviews 21Chapter Ⅳ Breach of ethics in native advertising 234.1 Truth and accuracy 234.1.1 False information 234.1.2 Misleading information 244.1.3 Prescription 25 4.2 Transparency 264.2.1 Disclosure to the audiences 274.2.2 Disclosure to the content creators 364.2.3 Prescription 374.3 Independence 424.3.1 Content creator’s autonomy 424.3.2 Institutional autonomy 454.3.3 Prescription 464.4 Fairness 474.4.1 Social injustice 474.4.2 Prescription 504.5 Accountability 514.5.1 Authorship 524.5.2 Liability 534.5.3 Prescription 54Chapter Ⅴ Conclusion 565.1 Ethical checklist for news institutions 575.2 Limitations 61Reference 63 zh_TW dc.format.extent 1982790 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105461005 en_US dc.subject (關鍵詞) 原生廣告 zh_TW dc.subject (關鍵詞) 贊助內容 zh_TW dc.subject (關鍵詞) 付費文章 zh_TW dc.subject (關鍵詞) 品牌合作 zh_TW dc.subject (關鍵詞) 置入性行銷 zh_TW dc.subject (關鍵詞) 媒體倫理 zh_TW dc.subject (關鍵詞) Native advertising en_US dc.subject (關鍵詞) Sponsored content en_US dc.subject (關鍵詞) Paid post en_US dc.subject (關鍵詞) Advertorial en_US dc.subject (關鍵詞) Media ethics en_US dc.subject (關鍵詞) Advertising ethics en_US dc.title (題名) 原生廣告倫理問題與規範初探 zh_TW dc.title (題名) An Exploratory Study on the Ethical Issues and Standards of Native Advertising en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Andrew Epstein (2022). 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