Managing Sponsored Content in Hybrid Media Systems: A Proposed Alternative Journalistic Practice

ABSTRACT Based on the emerging argument that understandings of digital content comprising both editorial and advertising components require alternative cultures for critical inquiry sufficiently sensitive to the online news environment, this study assesses the professional practice of balancing news and sponsored (commercial) information while focusing on preserving traditional journalism values within the realm of reasoned discussions of media ethics. In this qualitative content analysis study, different forms of sponsored content published in global media digital platforms are examined and inductive content analysis is employed.