Brand journalism

Authors:

Pages: 9-27

Abstract:

The paper examines brand journalism as a phenomenon in the modern world of communications; it introduces the dawn of brand journalism and the debate about the concept; it also outlines the correlations between a brand and journalistic communications. Main conclusion of the study is that brand communications form the core of journalism, they have a growing importance in the new economy of relations and the Media-as-a-Service (MaaS) practice. Brand journalism is a result of the tendency of personalization of media content in a world of opposition between the two simultaneously evolving processes of globalization on the one hand and localization on the other.

Keywords:

brand, journalism, brand journalism, Media as a Service, personalization

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