With the emergence and expansion of the internet, new forms of financing and business models
have been adopted by the media in order to survive and remain in the web environment. Digital
media brought changes not only in the way of doing journalism, but also structural and
economic transformations. In this way, this research intends to analyze the Branded Content of
Estúdio Folha, as a new business model that aims to offer content “tailor-made for brands, on
different platforms”. For this, the content analysis of four digital publications of different years
(2017, 2018, 2019 and 2020) was carried out, sponsored by the brands Nespresso, St. Marche,
Unopar and Cofen. The categories of analysis considered were a) journalistic principles; b)
news reporting criteria; c) journalistic language; d) textual construction techniques and e)
product structure (media elements). From the content analysis, it was identified that Estúdio
Folha uses the tools, techniques and discursive narrative of journalism to give visibility to
brands. It also appropriates the journalistic space to disseminate private interest. Although the
articles are identified with the “sponsored content” seal, the material is not transparent in
relation to the content writer, in addition to the disproportion in relation to the quality of one
content compared to the other. Latin American media codes of ethics guide the media to make
a clear division between what is news and what is advertising, in addition to the composition
of the team being independent of the newsroom. It is suggested that the branded content be
produced by the press offices / communication of the brands, leaving the vehicle the space for
disclosure and, in this case, the material should be signed by the journalist who produced it or
with the signature of the adviser. It is concluded that the media needs to identify business
models that fit their profile, in order to diversify the revenue entry and produce quality content
with financial viability.
|
