Publications-Theses
Article View/Open
Publication Export
-
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? The effects of native advertising on audience perceptions of legacy and online news publishers. Digital journalism, 6(2), 176-195.Amazeen, M. A., & Wojdynski, B. W. (2019). Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Mass Communication and Society, 22(2), 222-247.Bartlett, B. (2017). The truth matters: A citizen`s guide to separating facts from lies and stopping fake news in its tracks. Ten Speed Press.Baron, J. (1998). Trust: beliefs and morality. Economics, values, and organization, 408-418.Batsell, J. (2018). 4 steps to bring ethical clarity to native advertising. Neiman report, September 23rd.Belli, S., & Broncano, F. (2017). Trust as a meta‐emotion. Metaphilosophy, 48(4), 430-448.Boerman, S. C., & Van Reijmersdal, E. A. (2016). Informing consumers about “hidden” advertising: A literature review of the effects of disclosing sponsored content. Advertising in new formats and media.Bonsu, S. (2020). Deceptive Advertising: A Corporate Social Responsibility Perspective. International Journal of Health and Economic Development, 6(2), 1-15.Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 16(7), 849-865.Carroll, B. (2014). Writing for Digital Media. In Writing and Editing for Digital Media (pp. 17-42). Routledge.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(1), 17-32.Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.Campbell, C., & Marks, L. J. (2015). Good native advertising isn’t a secret. Business Horizons, 58(6), 599-606.Carpentier, N. (2005). Identity, contingency and rigidity: The (counter-) hegemonic constructions of the identity of the media professional. Journalism, 6(2), 199-219.Carr, C. T., & Hayes, R. A. (2014). The effect of disclosure of third-party influence on an opinion leader`s credibility and electronic word of mouth in two-step flow. Journal of interactive advertising, 14(1), 38-50.Carroll, E. (2018). Platforms and the Fall of the Fourth Estate: Looking Beyond the First Amendment to Protect Watchdog Journalism. Maryland Law Review, Forthcoming.Carroll, J. (2019). Reuters article highlights ethical issues with native advertising. Columbia Journalism Review. Retrieved from:https://www.cjr.org/watchdog/reuters-article-thai-fishing-sponsored-content.phpChang, C. (2022, July 25). 開箱新竹棒球場「還稱讚」 台南Josh道歉：認業配不夠專業. TVBS News. Retrieved from: https://news.tvbs.com.tw/entertainment/1857605Cheng, T. (2022, May 21). 一部業配看交通局的官威有多大 歧視機車的影片 我可不接喔 【為什麼機車很危險】. Cheap. [Youtube]. Retrieved from https://www.youtube.com/watch?v=oka2UDaeFZwCheng, Y. (2022, July 25). 工商新竹球場？Josh的良心被狗啃了？. Tainan Josh. [Youtube]. Retrieved from: https://www.youtube.com/watch?v=35GyuAOYRHkChen, H., Yang, Y., Wang, C., Tu, I., & Wang, C. (2020). The Application and Adoption of Online Advertisements under the Fair Trade Act. 公平交易季刊. 28(3), 41-82. Available at https://www.ftc.gov.tw/upload/bd28e97f-ce04-4ea2-bc2f-6b20f215f858.pdfChiu, P. (2016, Apr 13). 真相達文西展廣告不實 主辦單位遭罰50萬. 中央社. Retrieved from https://www.cna.com.tw/news/firstnews/201604135016.aspxChurch of Scientology. (2012). David Miscavige Leads Scientology to Milestone Year. The Atlantic. Retrieved from https://eavi.eu/wp-content/uploads/2017/07/sponsored_content_scientology-the_atlantic_14january2013.pdfDavis, K., Frederick, W.C. and Blomstrom, R.L. (1980). Business and Society (2nd ed.) New York, NY. McGraw‐Hill.Directive 2006/114/EC of the European Parliament and of the Council of 12 December2006 concerning misleading and comparative advertising.Ellis Friedman. (2014 Jan). Burrelles. Retrieved from http://www.burrellesluce.com/freshideas/2014/01/best-practices-for-ethical-native-advertising/Ethical Journalism Network. (n.d.). Accountable Journalism Project. https://accountablejournalism.org/Institute for Advertising Ethics. (n.d.). Principles & Practices. https://www.iaethics.org/principles-and-practicesFarley, E., Grady, F., Miller, D. S., O`Connor, R., Schneider, H., Spikes, M., & Constantinou, C. (2014). SPJ Code of Ethics. The Power of Images.Farnworth. (2014). Is Native Advertising Ethical? (It Depends On Who You Ask). Retrieved from https://copyblogger.com/is-native-advertising-ethical/Federal Trade Commission. (2015). com disclosures: how to make effective disclosures in digital advertising. March 2013.Ferrer Conill, R. (2016). Camouflaging church as state: An exploratory study of journalism’s native advertising. Journalism studies, 17(7), 904-914.Everyday Health Project. (2022). 年後飲食管理第五天就放棄？營養師推高纖豆漿7+7計畫 幫助改善飲食習慣. Everyday Health. https://www.edh.tw/article/29967FoodNEXT. (2018).【品牌贊助】胖瘦的主宰者？！優酪乳3大問. foodNEXT. https://www.foodnext.net/life/health2/paper/5470126084FoodNEXT. (2022).【食聞】「無齡主義」新概念！雞肉鮮嫩的美味機密，到底是什麼？. foodNEXT. https://www.foodnext.net/science/machining/paper/5616732568)Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.Fujikawa, T. (2018, Nov 12). 焦躁、情緒低落、提不起勁...別以為問題都在「壓力」！精神科醫師：關鍵在缺少這種營養素. 良醫健康. Retrieved from https://health.businessweekly.com.tw/AArticle.aspx?id=ARTL000123868&p=0Gardner, H., Csikszentmihalyi, M., & Damon, W. (2001). Good work: When excellence and ethics meet. Basic Books (AZ).Glasser, T. L., & Gunther, M. (2005). The legacy of autonomy in American journalism. Institutions of Democracy: the press, 384-99.Glenday, J. (2019). Native advertising sector predicted to be worth $400bn by 2025. The Drum. https://www.thedrum.com/news/2019/03/06/native-advertising-sector-predicted-be-worth-400bn-2025Grensing-Pophal, L. (2014). Consumers coming to accept native advertising done right. E-Content. Retrieved from:http://www.econtentmag.com/Articles/News/News-Feature/Consumers-Coming-to-Accept -Native-Advertising-Done-Right-97907.htmHyman, D. A., Franklyn, D., Yee, C., & Rahmati, M. (2017). Going native: Can consumers recognize native advertising: Does it matter. Yale JL & Tech., 19, 77.Hoofnagle, C. J., & Meleshinsky, E. (2015). Native advertising and endorsement: Schema, source-based misleadingness, and omission of material facts. Technology Science, 2015121503.Ikonen, P., Luoma-aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165-178.Jarvis, J. (2014). Geeks bearing gifts: Imagining new futures for news. CUNY Journalism Press.Jharotia, A. K. (2021). Paid news or fake news: Media ethics.Jing Wen, T., Kim, E., Wu, L., & Dodoo, N. A. (2020). Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language. International Journal of Advertising, 39(1), 74-93.Joe Lazauskas (2016). Ask a Content Strategist: What’s the Difference Between Sponsored Content and Native Advertising?. Contently. Retrieved from:https://contently.com/2016/04/20/ask-content-guy-whats-difference-sponsored-content-nat ive-advertising/John Reynolds (2018). 3 Ways to Identify Sponsored Content. Buchanan Public Relations. Retrieved from:https://buchananpr.com/2018/02/3-ways-identify-sponsored-content#:~:text=The%20easie st%20way%20to%20identify,aware%20from%20the%20get%2Dgo.Karlsson, M. (2020). Dispersing the opacity of transparency in Journalism on the appeal of different forms of transparency to the general public. Journalism Studies, 21(13), 1795-1814.Karppinen, K., & Moe, H. (2016). What we talk about when talk about “media independence”. Javnost-The Public, 23(2), 105-119.Kloot, L. (2022). Top Native Advertising Statistics for 2022. Outbrain. https://www.outbrain.com/blog/native-advertising-statistics/Küng, L. (2015). Innovators in digital news. Bloomsbury Publishing, 53Kuo, C. (2019). 全台最大有機農場「永齡農場」以企業資源帶動地方經濟，創造人、產、地的生生不息. Social Enterprise Insights. https://www.seinsights.asia/article/3290/3269/6359Kreshel, P. J. (2016). Ethical Advertising in Today’s New Advertising Ecosystem. The New Advertising: Branding, Content, and Consumer Relationships in the Data-driven Social Media Era.Krouwer, S., & Poels, K. (2017). Article or ad? Readers’ recognition and evaluations of native advertisements on online news websites. In Advances in advertising research VIII (pp. 17-30). Springer Gabler, Wiesbaden.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.Krouwer, S., Poels, K., & Paulussen, S. (2020). Moving towards transparency for native advertisements on news websites: A test of more detailed disclosures. International Journal of Advertising, 39(1), 51-73.Lazauskas, J. (2016). Fixing native advertising: what consumers want from brands, publishers, and the FTC. The Content Strategist.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.Levi, L. (2015). A faustian pact: native advertising and the future of the press. Ariz. L. Rev., 57, 647.Li, Y. (2019). Contest over authority: Navigating native advertising’s impacts on journalism autonomy. Journalism studies, 20(4), 523-541.Lin, C. (2019, Feb 16). 99%女性缺鐵、營養素不足致憂鬱症？教授打臉. 元氣網. Retrieved from https://health.udn.com/health/story/6008/3647383Lin, Y. (2022, May 23) 百萬YouTuber Cheap槓上北市交通局！為什麼公部門與網紅合作大不易？. Business NEXT. Retrieved from https://www.bnext.com.tw/article/69358/millions-fans-youtuber-cheap-vs-taipei-city-dmvLiu, H. (2008). 探索廣告主導向新聞: 置入性行銷對電視新聞常規與記者專業性的影響.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.Lee, Y. (2020, Sep 22). 瘦肉精業配文被罵翻 科學人急下架、道歉 農委會再澄清：此投放廣告是期刊主動邀約. Business Today. Retrieved from https://www.businesstoday.com.tw/article/category/80392/post/202009220010/Matteo, S., & Zotto, C. D. (2015). Native advertising, or how to stretch editorial to sponsored content within a transmedia branding era. In Handbook of media branding (pp. 169-185). Springer, Cham.Meadows, D. H. (2008). Thinking in systems: A primer. chelsea green publishing.Mcalpine, K (2019). In the Fake News Era, Native Ads Are Muddying the Waters. The Brink.Misztal, B. (2013). Trust in modern societies: The search for the bases of social order. John Wiley & Sons.Murphy, M. (2009). Bureaucracy and its limits: Accountability and rationality in higher education. British Journal of Sociology of Education, 30(6), 683-695.Native Advertising Institute (2018). Native advertising trends 2018: The news media industry.Nygren, G., Dobek-Ostrowska, B., & Anikina, M. (2015). Professional autonomy.Note written by the Parliamentary Office of Science and Technology. Online Information and Fake News (PN 559, 2017: 3).Parra-Luna, F. (2008). Axiological Systems Theory: a general model of society. tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society, 6(1), 1-23.Pfeffer, J. (1992). Understanding power in organizations. California management review, 34(2), 29-50.Pieczka, M., & L’Etang, J. (2006). Public relations and the question of professionalism. Public relations: Critical debates and contemporary practice, 265-278.Quandt, T. (2012). What’s left of trust in a network society? An evolutionary model and critical discussion of trust and societal communication. European Journal of Communication, 27(1), 7-21.Raymond, F. B. (1979). Reasons We Punish. Journal of Humanics, 7(2), 65-78.van Reijmersdal, E. A., & Rozendaal, E. (2020). Transparency of digital native and embedded advertising: opportunities and challenges for regulation and education. Communications, 45(3), 378-388.Reich, Z., & Hanitzsch, T. (2013). Determinants of journalists` professional autonomy: Individual and national level factors matter more than organizational ones. Mass Communication and Society, 16(1), 133-156.Roper, D. (2018, Dec 11). New report: Publishers increasingly counting on native advertising. World Association of New Publishers. https://wan-ifra.org/2018/12/new-report-publishers-increasingly-counting-on-native-advertising/Sirrah, A. (2019). Guide to Native Advertising. Tow Center for Digital Journalism. https://www.cjr.org/tow_center_reports/native-ads.phpSchauster, E. E., Ferrucci, P., & Neill, M. S. (2016). Native advertising is the new journalism: How deception affects social responsibility. American behavioral scientist, 60(12), 1408-1424.Scientific American Taiwan. (2020, Sep 19) #科學畫重點 #美豬來台. [Facebook status update]. Post removed. Retrieved from: https://www.storm.mg/article/3048657Sjøvaag, H. (2013). Journalistic autonomy: Between structure, agency and institution. Nordicom review, 34(s1), 155-166.Sjøvaag, H. (2013). Revenue and branding strategy in the Norwegian news market: the case of TV 2 News Channel. Nordicom Review, 33(1), 53-66.Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590-610.Shoemaker, P., & Reese, S. D. (2014). Mediating the message in the 21st century: A media sociology perspective. New York, NY: Routledge.Simmel, G. (2005) Rembrandt: An Essay in the Philosophy of Art, trans. A. Scott and H. Staubmann. New York and London: Routledge.Smallwood, C. D. (2018). Native advertising: Power, responsibility and risk (Doctoral dissertation, Queensland University of Technology).Taiminen, K., Luoma-Aho, V., & Tolvanen, K. (2015). The transparent communicative organization and new hybrid forms of content. Public relations review, 41(5), 734-743.Taiwan Consumer Protection Act 2015. Executive Yuan. Amended on 2015, June 17. Retrieved from https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=J0170001Taiwan Fair Trade Act 2017. Fair Trade Commission. Amended on 2017 June 14. Retrieved from https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=J0150002Taiwan Digital Services Intermediary Bill 2022. National Communications Commission. Drafted on 2022 Aug. Retrieved from https://www.ncc.gov.tw/chinese/files/22062/5532_220629_1.pdfTaiwan Fair Trade Commission. (2021, Nov 23). 廣告宣稱要小心，引據資料與事實不符，就開罰. [Announcement]. Taiwan Fair Trade Commission. Retrieved from: hhttps://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=16889Tandoc Jr, E. C., Lim, Z. W., & Ling, R. (2018). Defining “fake news” A typology of scholarly definitions. Digital journalism, 6(2), 137-153.T Brand Studio. (2019). Women Inmates: Why the Male Model Doesn’t Work. The New York Times. https://www.nytimes.com/paidpost/netflix/women-inmates-separate-but-not-equal.htmlTo, I. W. L. (2015, Dec). Native Advertising: A Guide for Businesses. Retrieved from https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses.Van Reijmersdal, E., Neijens, P., & Smit, E. (2005). Readers` reactions to mixtures of advertising and editorial content in magazines. Journal of Current Issues & Research in Advertising, 27(2), 39-53.Vranica, S. (2016, Oct 8). Majority of Native Ads Lack Transparency. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/majority-of-native-ads-lack-transparency-1470218409Walgrove, A. (2015). The New York Times Just Created an Incredible ‘Snow Fall’for Orange Is the New Black. Contently. com, 7.Wang, K. (2013, July). The effect of autonomy on team creativity and the moderating variables. In 2013 Proceedings of PICMET`13: Technology Management in the IT-Driven Services (PICMET) (pp. 1156-1160). IEEE.Wang, Y., & Li, Y. (2017). Understanding “native advertising” from the perspective of communication strategies. Journal of Promotion Management, 23(6), 913-929.Watts, L., & Hodgson, D. (2019). Social justice theory and practice for social work. Springer.Weaver, David, Randal A. Beam, Bonnie J. Brownlee, Paul S. Voakes, and Cleveland G. Wilhoit. 2007. The American journalist in the 21st century: U.S. news people at the dawn of a new millennium. Mahwah, NJ: Erlbaum.Wei, W., & Wan, X. (2017). Learning to identify ambiguous and misleading news headlines. arXiv preprint arXiv:1705.06031.Wellbrock, C. M., & Schnittka, O. (2015). Does it really hurt? Consumer reactions to content sponsorships in daily newspapers. Journal of Business Economics, 85(2), 107-128.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.Wojdynski, B. W., & Golan, G. J. (2016). Native advertising and the future of mass communication. American Behavioral Scientist, 60(12), 1403-1407.Wojdynski, B. W. (2016). Native advertising: Engagement, deception, and implications for theory. The new advertising: Branding, content and consumer relationships in a data-driven social media era, 203-236.Wojdynski, B. W., Evans, N. J., & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115-137.Wong, N. (2020, May 18). 貓抓布沙發挑選三重點，原來讓貓不再抓沙發的關鍵是它. 灣仔日報. Retrieved from https://utimes.today/2020/05/18/horia-sofa/Zeng, Y. (2018). Content marketing: marriage of journalism with marketing and advocacy rings alarm bells. Media Asia, 45(1-2), 44-48. 描述 碩士
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). 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? The effects of native advertising on audience perceptions of legacy and online news publishers. Digital journalism, 6(2), 176-195.Amazeen, M. A., & Wojdynski, B. W. (2019). Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Mass Communication and Society, 22(2), 222-247.Bartlett, B. (2017). The truth matters: A citizen`s guide to separating facts from lies and stopping fake news in its tracks. Ten Speed Press.Baron, J. (1998). Trust: beliefs and morality. Economics, values, and organization, 408-418.Batsell, J. (2018). 4 steps to bring ethical clarity to native advertising. Neiman report, September 23rd.Belli, S., & Broncano, F. (2017). Trust as a meta‐emotion. Metaphilosophy, 48(4), 430-448.Boerman, S. C., & Van Reijmersdal, E. A. (2016). Informing consumers about “hidden” advertising: A literature review of the effects of disclosing sponsored content. Advertising in new formats and media.Bonsu, S. (2020). Deceptive Advertising: A Corporate Social Responsibility Perspective. International Journal of Health and Economic Development, 6(2), 1-15.Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 16(7), 849-865.Carroll, B. (2014). Writing for Digital Media. In Writing and Editing for Digital Media (pp. 17-42). Routledge.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(1), 17-32.Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110-123.Campbell, C., & Marks, L. J. (2015). Good native advertising isn’t a secret. Business Horizons, 58(6), 599-606.Carpentier, N. (2005). Identity, contingency and rigidity: The (counter-) hegemonic constructions of the identity of the media professional. Journalism, 6(2), 199-219.Carr, C. T., & Hayes, R. A. (2014). The effect of disclosure of third-party influence on an opinion leader`s credibility and electronic word of mouth in two-step flow. Journal of interactive advertising, 14(1), 38-50.Carroll, E. (2018). Platforms and the Fall of the Fourth Estate: Looking Beyond the First Amendment to Protect Watchdog Journalism. Maryland Law Review, Forthcoming.Carroll, J. (2019). Reuters article highlights ethical issues with native advertising. Columbia Journalism Review. Retrieved from:https://www.cjr.org/watchdog/reuters-article-thai-fishing-sponsored-content.phpChang, C. (2022, July 25). 開箱新竹棒球場「還稱讚」 台南Josh道歉：認業配不夠專業. TVBS News. Retrieved from: https://news.tvbs.com.tw/entertainment/1857605Cheng, T. (2022, May 21). 一部業配看交通局的官威有多大 歧視機車的影片 我可不接喔 【為什麼機車很危險】. Cheap. [Youtube]. Retrieved from https://www.youtube.com/watch?v=oka2UDaeFZwCheng, Y. (2022, July 25). 工商新竹球場？Josh的良心被狗啃了？. Tainan Josh. [Youtube]. Retrieved from: https://www.youtube.com/watch?v=35GyuAOYRHkChen, H., Yang, Y., Wang, C., Tu, I., & Wang, C. (2020). The Application and Adoption of Online Advertisements under the Fair Trade Act. 公平交易季刊. 28(3), 41-82. Available at https://www.ftc.gov.tw/upload/bd28e97f-ce04-4ea2-bc2f-6b20f215f858.pdfChiu, P. (2016, Apr 13). 真相達文西展廣告不實 主辦單位遭罰50萬. 中央社. Retrieved from https://www.cna.com.tw/news/firstnews/201604135016.aspxChurch of Scientology. (2012). David Miscavige Leads Scientology to Milestone Year. The Atlantic. Retrieved from https://eavi.eu/wp-content/uploads/2017/07/sponsored_content_scientology-the_atlantic_14january2013.pdfDavis, K., Frederick, W.C. and Blomstrom, R.L. (1980). Business and Society (2nd ed.) New York, NY. McGraw‐Hill.Directive 2006/114/EC of the European Parliament and of the Council of 12 December2006 concerning misleading and comparative advertising.Ellis Friedman. (2014 Jan). Burrelles. Retrieved from http://www.burrellesluce.com/freshideas/2014/01/best-practices-for-ethical-native-advertising/Ethical Journalism Network. (n.d.). Accountable Journalism Project. https://accountablejournalism.org/Institute for Advertising Ethics. (n.d.). Principles & Practices. https://www.iaethics.org/principles-and-practicesFarley, E., Grady, F., Miller, D. S., O`Connor, R., Schneider, H., Spikes, M., & Constantinou, C. (2014). SPJ Code of Ethics. The Power of Images.Farnworth. (2014). Is Native Advertising Ethical? (It Depends On Who You Ask). Retrieved from https://copyblogger.com/is-native-advertising-ethical/Federal Trade Commission. (2015). com disclosures: how to make effective disclosures in digital advertising. March 2013.Ferrer Conill, R. (2016). Camouflaging church as state: An exploratory study of journalism’s native advertising. Journalism studies, 17(7), 904-914.Everyday Health Project. (2022). 年後飲食管理第五天就放棄？營養師推高纖豆漿7+7計畫 幫助改善飲食習慣. Everyday Health. https://www.edh.tw/article/29967FoodNEXT. (2018).【品牌贊助】胖瘦的主宰者？！優酪乳3大問. foodNEXT. https://www.foodnext.net/life/health2/paper/5470126084FoodNEXT. (2022).【食聞】「無齡主義」新概念！雞肉鮮嫩的美味機密，到底是什麼？. foodNEXT. https://www.foodnext.net/science/machining/paper/5616732568)Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.Fujikawa, T. (2018, Nov 12). 焦躁、情緒低落、提不起勁...別以為問題都在「壓力」！精神科醫師：關鍵在缺少這種營養素. 良醫健康. Retrieved from https://health.businessweekly.com.tw/AArticle.aspx?id=ARTL000123868&p=0Gardner, H., Csikszentmihalyi, M., & Damon, W. (2001). Good work: When excellence and ethics meet. Basic Books (AZ).Glasser, T. L., & Gunther, M. (2005). The legacy of autonomy in American journalism. Institutions of Democracy: the press, 384-99.Glenday, J. (2019). Native advertising sector predicted to be worth $400bn by 2025. The Drum. https://www.thedrum.com/news/2019/03/06/native-advertising-sector-predicted-be-worth-400bn-2025Grensing-Pophal, L. (2014). Consumers coming to accept native advertising done right. E-Content. Retrieved from:http://www.econtentmag.com/Articles/News/News-Feature/Consumers-Coming-to-Accept -Native-Advertising-Done-Right-97907.htmHyman, D. A., Franklyn, D., Yee, C., & Rahmati, M. (2017). Going native: Can consumers recognize native advertising: Does it matter. Yale JL & Tech., 19, 77.Hoofnagle, C. J., & Meleshinsky, E. (2015). Native advertising and endorsement: Schema, source-based misleadingness, and omission of material facts. Technology Science, 2015121503.Ikonen, P., Luoma-aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165-178.Jarvis, J. (2014). Geeks bearing gifts: Imagining new futures for news. CUNY Journalism Press.Jharotia, A. K. (2021). Paid news or fake news: Media ethics.Jing Wen, T., Kim, E., Wu, L., & Dodoo, N. A. (2020). Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language. International Journal of Advertising, 39(1), 74-93.Joe Lazauskas (2016). Ask a Content Strategist: What’s the Difference Between Sponsored Content and Native Advertising?. Contently. Retrieved from:https://contently.com/2016/04/20/ask-content-guy-whats-difference-sponsored-content-nat ive-advertising/John Reynolds (2018). 3 Ways to Identify Sponsored Content. Buchanan Public Relations. Retrieved from:https://buchananpr.com/2018/02/3-ways-identify-sponsored-content#:~:text=The%20easie st%20way%20to%20identify,aware%20from%20the%20get%2Dgo.Karlsson, M. (2020). Dispersing the opacity of transparency in Journalism on the appeal of different forms of transparency to the general public. Journalism Studies, 21(13), 1795-1814.Karppinen, K., & Moe, H. (2016). What we talk about when talk about “media independence”. Javnost-The Public, 23(2), 105-119.Kloot, L. (2022). Top Native Advertising Statistics for 2022. Outbrain. https://www.outbrain.com/blog/native-advertising-statistics/Küng, L. (2015). Innovators in digital news. Bloomsbury Publishing, 53Kuo, C. (2019). 全台最大有機農場「永齡農場」以企業資源帶動地方經濟，創造人、產、地的生生不息. Social Enterprise Insights. https://www.seinsights.asia/article/3290/3269/6359Kreshel, P. J. (2016). Ethical Advertising in Today’s New Advertising Ecosystem. The New Advertising: Branding, Content, and Consumer Relationships in the Data-driven Social Media Era.Krouwer, S., & Poels, K. (2017). Article or ad? Readers’ recognition and evaluations of native advertisements on online news websites. In Advances in advertising research VIII (pp. 17-30). Springer Gabler, Wiesbaden.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.Krouwer, S., Poels, K., & Paulussen, S. (2020). Moving towards transparency for native advertisements on news websites: A test of more detailed disclosures. International Journal of Advertising, 39(1), 51-73.Lazauskas, J. (2016). Fixing native advertising: what consumers want from brands, publishers, and the FTC. The Content Strategist.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.Levi, L. (2015). A faustian pact: native advertising and the future of the press. Ariz. L. Rev., 57, 647.Li, Y. (2019). Contest over authority: Navigating native advertising’s impacts on journalism autonomy. Journalism studies, 20(4), 523-541.Lin, C. (2019, Feb 16). 99%女性缺鐵、營養素不足致憂鬱症？教授打臉. 元氣網. Retrieved from https://health.udn.com/health/story/6008/3647383Lin, Y. (2022, May 23) 百萬YouTuber Cheap槓上北市交通局！為什麼公部門與網紅合作大不易？. Business NEXT. Retrieved from https://www.bnext.com.tw/article/69358/millions-fans-youtuber-cheap-vs-taipei-city-dmvLiu, H. (2008). 探索廣告主導向新聞: 置入性行銷對電視新聞常規與記者專業性的影響.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.Lee, Y. (2020, Sep 22). 瘦肉精業配文被罵翻 科學人急下架、道歉 農委會再澄清：此投放廣告是期刊主動邀約. Business Today. Retrieved from https://www.businesstoday.com.tw/article/category/80392/post/202009220010/Matteo, S., & Zotto, C. D. (2015). Native advertising, or how to stretch editorial to sponsored content within a transmedia branding era. In Handbook of media branding (pp. 169-185). Springer, Cham.Meadows, D. H. (2008). Thinking in systems: A primer. chelsea green publishing.Mcalpine, K (2019). In the Fake News Era, Native Ads Are Muddying the Waters. The Brink.Misztal, B. (2013). Trust in modern societies: The search for the bases of social order. John Wiley & Sons.Murphy, M. (2009). Bureaucracy and its limits: Accountability and rationality in higher education. British Journal of Sociology of Education, 30(6), 683-695.Native Advertising Institute (2018). Native advertising trends 2018: The news media industry.Nygren, G., Dobek-Ostrowska, B., & Anikina, M. (2015). Professional autonomy.Note written by the Parliamentary Office of Science and Technology. Online Information and Fake News (PN 559, 2017: 3).Parra-Luna, F. (2008). Axiological Systems Theory: a general model of society. tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society, 6(1), 1-23.Pfeffer, J. (1992). Understanding power in organizations. California management review, 34(2), 29-50.Pieczka, M., & L’Etang, J. (2006). Public relations and the question of professionalism. Public relations: Critical debates and contemporary practice, 265-278.Quandt, T. (2012). What’s left of trust in a network society? An evolutionary model and critical discussion of trust and societal communication. European Journal of Communication, 27(1), 7-21.Raymond, F. B. (1979). Reasons We Punish. Journal of Humanics, 7(2), 65-78.van Reijmersdal, E. A., & Rozendaal, E. (2020). Transparency of digital native and embedded advertising: opportunities and challenges for regulation and education. Communications, 45(3), 378-388.Reich, Z., & Hanitzsch, T. (2013). Determinants of journalists` professional autonomy: Individual and national level factors matter more than organizational ones. Mass Communication and Society, 16(1), 133-156.Roper, D. (2018, Dec 11). New report: Publishers increasingly counting on native advertising. World Association of New Publishers. https://wan-ifra.org/2018/12/new-report-publishers-increasingly-counting-on-native-advertising/Sirrah, A. (2019). Guide to Native Advertising. Tow Center for Digital Journalism. https://www.cjr.org/tow_center_reports/native-ads.phpSchauster, E. E., Ferrucci, P., & Neill, M. S. (2016). Native advertising is the new journalism: How deception affects social responsibility. American behavioral scientist, 60(12), 1408-1424.Scientific American Taiwan. (2020, Sep 19) #科學畫重點 #美豬來台. [Facebook status update]. Post removed. Retrieved from: https://www.storm.mg/article/3048657Sjøvaag, H. (2013). Journalistic autonomy: Between structure, agency and institution. Nordicom review, 34(s1), 155-166.Sjøvaag, H. (2013). Revenue and branding strategy in the Norwegian news market: the case of TV 2 News Channel. Nordicom Review, 33(1), 53-66.Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590-610.Shoemaker, P., & Reese, S. D. (2014). Mediating the message in the 21st century: A media sociology perspective. New York, NY: Routledge.Simmel, G. (2005) Rembrandt: An Essay in the Philosophy of Art, trans. A. Scott and H. Staubmann. New York and London: Routledge.Smallwood, C. D. (2018). Native advertising: Power, responsibility and risk (Doctoral dissertation, Queensland University of Technology).Taiminen, K., Luoma-Aho, V., & Tolvanen, K. (2015). The transparent communicative organization and new hybrid forms of content. Public relations review, 41(5), 734-743.Taiwan Consumer Protection Act 2015. Executive Yuan. Amended on 2015, June 17. Retrieved from https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=J0170001Taiwan Fair Trade Act 2017. Fair Trade Commission. Amended on 2017 June 14. Retrieved from https://law.moj.gov.tw/ENG/LawClass/LawAll.aspx?pcode=J0150002Taiwan Digital Services Intermediary Bill 2022. National Communications Commission. Drafted on 2022 Aug. Retrieved from https://www.ncc.gov.tw/chinese/files/22062/5532_220629_1.pdfTaiwan Fair Trade Commission. (2021, Nov 23). 廣告宣稱要小心，引據資料與事實不符，就開罰. [Announcement]. Taiwan Fair Trade Commission. Retrieved from: hhttps://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=16889Tandoc Jr, E. C., Lim, Z. W., & Ling, R. (2018). Defining “fake news” A typology of scholarly definitions. Digital journalism, 6(2), 137-153.T Brand Studio. (2019). Women Inmates: Why the Male Model Doesn’t Work. The New York Times. https://www.nytimes.com/paidpost/netflix/women-inmates-separate-but-not-equal.htmlTo, I. W. L. (2015, Dec). Native Advertising: A Guide for Businesses. Retrieved from https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses.Van Reijmersdal, E., Neijens, P., & Smit, E. (2005). Readers` reactions to mixtures of advertising and editorial content in magazines. Journal of Current Issues & Research in Advertising, 27(2), 39-53.Vranica, S. (2016, Oct 8). Majority of Native Ads Lack Transparency. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/majority-of-native-ads-lack-transparency-1470218409Walgrove, A. (2015). The New York Times Just Created an Incredible ‘Snow Fall’for Orange Is the New Black. Contently. com, 7.Wang, K. (2013, July). The effect of autonomy on team creativity and the moderating variables. In 2013 Proceedings of PICMET`13: Technology Management in the IT-Driven Services (PICMET) (pp. 1156-1160). IEEE.Wang, Y., & Li, Y. (2017). Understanding “native advertising” from the perspective of communication strategies. Journal of Promotion Management, 23(6), 913-929.Watts, L., & Hodgson, D. (2019). Social justice theory and practice for social work. Springer.Weaver, David, Randal A. Beam, Bonnie J. Brownlee, Paul S. Voakes, and Cleveland G. Wilhoit. 2007. The American journalist in the 21st century: U.S. news people at the dawn of a new millennium. Mahwah, NJ: Erlbaum.Wei, W., & Wan, X. (2017). Learning to identify ambiguous and misleading news headlines. arXiv preprint arXiv:1705.06031.Wellbrock, C. M., & Schnittka, O. (2015). Does it really hurt? Consumer reactions to content sponsorships in daily newspapers. Journal of Business Economics, 85(2), 107-128.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.Wojdynski, B. W., & Golan, G. J. (2016). Native advertising and the future of mass communication. American Behavioral Scientist, 60(12), 1403-1407.Wojdynski, B. W. (2016). Native advertising: Engagement, deception, and implications for theory. The new advertising: Branding, content and consumer relationships in a data-driven social media era, 203-236.Wojdynski, B. W., Evans, N. J., & Hoy, M. G. (2018). Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs, 52(1), 115-137.Wong, N. (2020, May 18). 貓抓布沙發挑選三重點，原來讓貓不再抓沙發的關鍵是它. 灣仔日報. Retrieved from https://utimes.today/2020/05/18/horia-sofa/Zeng, Y. (2018). Content marketing: marriage of journalism with marketing and advocacy rings alarm bells. Media Asia, 45(1-2), 44-48. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202201664 en_US
