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oapen-20.500.12657-31163
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oapen-20.500.12657-311632022-04-26T12:19:47Z Innholdsmarkedsføring Bang, Tor Krokan, Arne Viken, Monica Barland, Jens media journalism marketing content marketing bic Book Industry Communication::J Society & social sciences This book describes the concept of content marketing in a Norwegian context. Its subtitle, meaning “concept, business models, legal aspects, ethics and practice”, is comprised of key words for each chapter. The concept chapter includes trends and historical roots, as well as a discussion of the definition of ‘content marketing’. The book is concerned about the practice of content marketing in a context where media are digitalized, and how digitalization is linked to changes in business models for the media. However, content marketing practices are challenging the legal framework as well as ethical restrictions in several ways. One example is freedom of expression concerning commercial content. Another is the debate on content marketing as native advertisements in editorial products, and the risk of mixing such commercial content with journalism. This book is the first to be published on this topic in the Norwegian language based on scientific research and including many examples from Norwegian practices. 2017-09-01 23:55:55 2018-06-28 15:17:11 2020-04-01T13:25:38Z 2020-04-01T13:25:38Z 2016 book 637289 OCN: 982244793 9788202530495 http://library.oapen.org/handle/20.500.12657/31163 mis application/pdf Attribution 4.0 International 637289.pdf https://press.nordicopenaccess.no/index.php/noasp/catalog/book/5 Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing) 10.17585/noasp.5.8 10.17585/noasp.5.8 bf7b42a4-6892-42e3-aaf8-8f32c8470a8b 9788202530495 open access
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OAPEN
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DSpace
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mis
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| description |
This book describes the concept of content marketing in a Norwegian context. Its subtitle, meaning “concept, business models, legal aspects, ethics and practice”, is comprised of key words for each chapter. The concept chapter includes trends and historical roots, as well as a discussion of the definition of ‘content marketing’. The book is concerned about the practice of content marketing in a context where media are digitalized, and how digitalization is linked to changes in business models for the media. However, content marketing practices are challenging the legal framework as well as ethical restrictions in several ways. One example is freedom of expression concerning commercial content. Another is the debate on content marketing as native advertisements in editorial products, and the risk of mixing such commercial content with journalism. This book is the first to be published on this topic in the Norwegian language based on scientific research and including many examples from Norwegian practices.
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637289.pdf
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| spellingShingle |
637289.pdf
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| title_short |
637289.pdf
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| title_full |
637289.pdf
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| title_fullStr |
637289.pdf
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| title_full_unstemmed |
637289.pdf
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| title_sort |
637289.pdf
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| publisher |
Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing)
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| publishDate |
2017
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| url |
https://press.nordicopenaccess.no/index.php/noasp/catalog/book/5
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1771297594325073920
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