Native journalism? En intervjustudie om de verktyg och ideal som före detta journalister tar med sig in i native advertisingyrket

Sammanfattning: Title: Native journalism? En intervjustudie om de verktyg och ideal som före detta journalister tar med sig in i native advertisingyrket Authors: Elisa Amorelli & Sofia Hårdänge Subject: Undergraduate research paper in journalism studies, Department of journalism, media and communication (JMG), University of Gothenburg Term: Autumn 2017 Supervisor: Oscar Westlund, JMG, University of Gothenburg Pages/words: 48/ 18 957 (including abstract and appendix). Purpose: The main purpose of this study was to examine how native advertisers applicate journalistic processes and ideals in their current profession. Method and material: Qualitative in-depth interviews with six Swedish native advertisers, representing the three bureaus Spoon, Wasp and Schibsted Brand Studios. The interviews were carried out in November of 2017. Procedure: Semi-structured interviews was carried out with six former journalists whom are currently working as native advertisers at three different bureaus in Sweden. The interviews were thereafter transcribed and analyzed based on Domingos´ et. al. (2008) five steps of journalism practice, and Wiiks´ (2012) analysis regarding ideals among Swedish journalists. Results: It was identified that native advertisers both challenged and reproduced journalism practices and ideals. The main difference expressed by the respondents was that the customer had a large influence over the final product, regarding what would be produced, which topics would be on the agenda as well as which ideals would be incorporated.