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Now everybody is a friend; how native advertising influences Indonesian journalistic field

Native advertising is increasingly the primary practice of online news media to gain economic benefits. The nature of native advertising resembling news content is considered effective in influencing the public. The media study in Indonesia focused heavily on media democratization following the auth...

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Main Authors: Indra Prawira,, Yusa Djuyandi,, Medo Maulianza,, Rahmat Edi Irawan,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/23969/1/komunikasi_28%20%282%29.pdf
http://journalarticle.ukm.my/23969/
https://ejournal.ukm.my/mjc/issue/view/1710
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spelling my-ukm.journal.239692024-08-12T03:08:58Z http://journalarticle.ukm.my/23969/ Now everybody is a friend; how native advertising influences Indonesian journalistic field Indra Prawira, Yusa Djuyandi, Medo Maulianza, Rahmat Edi Irawan, Native advertising is increasingly the primary practice of online news media to gain economic benefits. The nature of native advertising resembling news content is considered effective in influencing the public. The media study in Indonesia focused heavily on media democratization following the authoritarian media system for more than three decades. However, Indonesian media's economic competition is becoming more challenging, and media personnel are looking for new ways to earn money from native advertising. This study investigates the contemporary development of Indonesian journalism concerning the increased native advertising practice. It utilizes the field theory of Pierre Bourdieu's journalistic and journalism social responsibility approach. Data was collected through semi-structured interviews of fifteen personnel from three Indonesian online news media. The study showed that Indonesian online news media highly practice native advertising to earn revenue. The increasing practice of native advertising in Indonesia urges journalists to be involved in advertising content production and dissemination. There is resistance from media personnel in native advertising practice. However, native advertising has become irresistible because most media are in an economic crisis. Native advertising drives media to make friends with every prospective client, including the Government. The media has become less independent and less concerned about their social responsibility as a watchdog because the Government and state apparatus are their clients. The media develop new norms and traditions to accommodate native advertising Penerbit Universiti Kebangsaan Malaysia 2024 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23969/1/komunikasi_28%20%282%29.pdf Indra Prawira, and Yusa Djuyandi, and Medo Maulianza, and Rahmat Edi Irawan, (2024) Now everybody is a friend; how native advertising influences Indonesian journalistic field. Jurnal Komunikasi ; Malaysian Journal of Communication, 40 (2). pp. 482-496. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1710
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Native advertising is increasingly the primary practice of online news media to gain economic benefits. The nature of native advertising resembling news content is considered effective in influencing the public. The media study in Indonesia focused heavily on media democratization following the authoritarian media system for more than three decades. However, Indonesian media's economic competition is becoming more challenging, and media personnel are looking for new ways to earn money from native advertising. This study investigates the contemporary development of Indonesian journalism concerning the increased native advertising practice. It utilizes the field theory of Pierre Bourdieu's journalistic and journalism social responsibility approach. Data was collected through semi-structured interviews of fifteen personnel from three Indonesian online news media. The study showed that Indonesian online news media highly practice native advertising to earn revenue. The increasing practice of native advertising in Indonesia urges journalists to be involved in advertising content production and dissemination. There is resistance from media personnel in native advertising practice. However, native advertising has become irresistible because most media are in an economic crisis. Native advertising drives media to make friends with every prospective client, including the Government. The media has become less independent and less concerned about their social responsibility as a watchdog because the Government and state apparatus are their clients. The media develop new norms and traditions to accommodate native advertising
format Article
author Indra Prawira,
Yusa Djuyandi,
Medo Maulianza,
Rahmat Edi Irawan,
spellingShingle Indra Prawira,
Yusa Djuyandi,
Medo Maulianza,
Rahmat Edi Irawan,
Now everybody is a friend; how native advertising influences Indonesian journalistic field
author_facet Indra Prawira,
Yusa Djuyandi,
Medo Maulianza,
Rahmat Edi Irawan,
author_sort Indra Prawira,
title Now everybody is a friend; how native advertising influences Indonesian journalistic field
title_short Now everybody is a friend; how native advertising influences Indonesian journalistic field
title_full Now everybody is a friend; how native advertising influences Indonesian journalistic field
title_fullStr Now everybody is a friend; how native advertising influences Indonesian journalistic field
title_full_unstemmed Now everybody is a friend; how native advertising influences Indonesian journalistic field
title_sort now everybody is a friend; how native advertising influences indonesian journalistic field
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/23969/1/komunikasi_28%20%282%29.pdf
http://journalarticle.ukm.my/23969/
https://ejournal.ukm.my/mjc/issue/view/1710
_version_ 1809139040287457280
score 13.211869

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