Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34623/acmp-2e37 |
Resumo: | The following paper proposes a study of the concepts associated with native advertising, a new iteration of the advertorial. Native advertising is a growing form of digital communication used by corporations to market their products in an online setting. Because of the fact that consumers are becoming gradually less receptive to traditional forms of advertisement, marketers have been exponentially resorting to more subtle, less intrusive ways of presenting their products. These new advertising practices might create some challenges to consumers, specifically in their capacity to distinguish editorialized contents from commercial ones. It is for this reason that, in this exploration of the definition and characteristics of native advertising, we will also briefly discuss why Media Literacy – which includes advertising literacy – and media skills are important resources to identify and avert the deceptive nature of this online marketing practice. The adoption of some fundamental literacy competence could better prepare consumers to discern between commercial and noncommercial contents, thus empowering them in the digital landscape. |
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Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising LiteracyNative Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising LiteracyNative Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising LiteracyPublicidade nativa: Novos desafios para os consumidores online e o papel da literacia mediática e publicitáriaNative AdvertisingAdvertorialMedia LiteracyAdvertising LiteracyMedia SkillsNative AdvertisingAdvertorialMedia LiteracyAdvertising LiteracyMedia SkillsNative AdvertisingAdvertorialMedia LiteracyAdvertising LiteracyMedia SkillsPublicidade NativaPublirreportagemLiteracia MediáticaLiteracia PublicitáriaCompetências MediáticasThe following paper proposes a study of the concepts associated with native advertising, a new iteration of the advertorial. Native advertising is a growing form of digital communication used by corporations to market their products in an online setting. Because of the fact that consumers are becoming gradually less receptive to traditional forms of advertisement, marketers have been exponentially resorting to more subtle, less intrusive ways of presenting their products. These new advertising practices might create some challenges to consumers, specifically in their capacity to distinguish editorialized contents from commercial ones. It is for this reason that, in this exploration of the definition and characteristics of native advertising, we will also briefly discuss why Media Literacy – which includes advertising literacy – and media skills are important resources to identify and avert the deceptive nature of this online marketing practice. The adoption of some fundamental literacy competence could better prepare consumers to discern between commercial and noncommercial contents, thus empowering them in the digital landscape.The following paper proposes a study of the concepts associated with native advertising, a new iteration of the advertorial. Native advertising is a growing form of digital communication used by corporations to market their products in an online setting. Because of the fact that consumers are becoming gradually less receptive to traditional forms of advertisement, marketers have been exponentially resorting to more subtle, less intrusive ways of presenting their products. These new advertising practices might create some challenges to consumers, specifically in their capacity to distinguish editorialized contents from commercial ones. It is for this reason that, in this exploration of the definition and characteristics of native advertising, we will also briefly discuss why Media Literacy – which includes advertising literacy – and media skills are important resources to identify and avert the deceptive nature of this online marketing practice. The adoption of some fundamental literacy competence could better prepare consumers to discern between commercial and noncommercial contents, thus empowering them in the digital landscape.The following paper proposes a study of the concepts associated with native advertising, a new iteration of the advertorial. Native advertising is a growing form of digital communication used by corporations to market their products in an online setting. Because of the fact that consumers are becoming gradually less receptive to traditional forms of advertisement, marketers have been exponentially resorting to more subtle, less intrusive ways of presenting their products. These new advertising practices might create some challenges to consumers, specifically in their capacity to distinguish editorialized contents from commercial ones. It is for this reason that, in this exploration of the definition and characteristics of native advertising, we will also briefly discuss why Media Literacy – which includes advertising literacy – and media skills are important resources to identify and avert the deceptive nature of this online marketing practice. The adoption of some fundamental literacy competence could better prepare consumers to discern between commercial and noncommercial contents, thus empowering them in the digital landscape.O seguinte artigo propõe um estudo sobre os conceitos associados à publicidade nativa, uma nova iteração da publirreportagem (advertorial). A publicidade nativa é uma forma crescente de comunicação digital utilizada por empresas para promover os seus produtos online. Uma vez que os consumidores estão cada vez menos recetivos às formas tradicionais de publicidade, os profissionais de marketing têm recorrido exponencialmente a formas mais subtis e menos intrusivas de apresentar os seus produtos. Estas novas práticas publicitárias podem criar desafios para os consumidores, especialmente no que concerne à sua capacidade de distinguir conteúdos editoriais de conteúdos comerciais. Consequentemente, nesta exploração sobre a definição e as características da publicidade nativa, também discutiremos brevemente a literacia mediática – que inclui a literacia publicitária – e as competências mediáticas enquanto recursos importantes para identificar e evitar os elementos ilusórios desta prática de marketing online. A adoção de algumas competências fundamentais de literacia poderá preparar melhor os consumidores para discernir entre conteúdos comerciais e não comerciais, empoderando-os no cenário digital.CIAC – Centro de Investigação em Artes e Comunicação2023-07-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfapplication/epub+ziphttps://doi.org/10.34623/acmp-2e37https://doi.org/10.34623/acmp-2e37Rotura – Revista de Comunicação, Cultura e Artes; 2023: VI Congresso Internacional Alfamed. Redes sociales y ciudadanía: Ciberculturas para el aprendizaje; 48-632184-8661reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://publicacoes.ciac.pt/index.php/rotura/article/view/143https://publicacoes.ciac.pt/index.php/rotura/article/view/143/138https://publicacoes.ciac.pt/index.php/rotura/article/view/143/139Direitos de Autor (c) 2023 Alexandre Martins, Ana Gavina, Bruno Mendes da Silvainfo:eu-repo/semantics/openAccessMartins, AlexandreGavina, AnaMendes da Silva, Bruno2023-09-26T04:00:51Zoai:ojs.publicacoes.ciac.pt:article/143Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:10:15.090915Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy Publicidade nativa: Novos desafios para os consumidores online e o papel da literacia mediática e publicitária |
title |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
spellingShingle |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy Martins, Alexandre Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Publicidade Nativa Publirreportagem Literacia Mediática Literacia Publicitária Competências Mediáticas |
title_short |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
title_full |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
title_fullStr |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
title_full_unstemmed |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
title_sort |
Native Advertising: New Challenges for Online Consumers and the Role Of Media and Advertising Literacy |
author |
Martins, Alexandre |
author_facet |
Martins, Alexandre Gavina, Ana Mendes da Silva, Bruno |
author_role |
author |
author2 |
Gavina, Ana Mendes da Silva, Bruno |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Martins, Alexandre Gavina, Ana Mendes da Silva, Bruno |
dc.subject.por.fl_str_mv |
Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Publicidade Nativa Publirreportagem Literacia Mediática Literacia Publicitária Competências Mediáticas |
topic |
Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Native Advertising Advertorial Media Literacy Advertising Literacy Media Skills Publicidade Nativa Publirreportagem Literacia Mediática Literacia Publicitária Competências Mediáticas |
description |
The following paper proposes a study of the concepts associated with native advertising, a new iteration of the advertorial. Native advertising is a growing form of digital communication used by corporations to market their products in an online setting. Because of the fact that consumers are becoming gradually less receptive to traditional forms of advertisement, marketers have been exponentially resorting to more subtle, less intrusive ways of presenting their products. These new advertising practices might create some challenges to consumers, specifically in their capacity to distinguish editorialized contents from commercial ones. It is for this reason that, in this exploration of the definition and characteristics of native advertising, we will also briefly discuss why Media Literacy – which includes advertising literacy – and media skills are important resources to identify and avert the deceptive nature of this online marketing practice. The adoption of some fundamental literacy competence could better prepare consumers to discern between commercial and noncommercial contents, thus empowering them in the digital landscape. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-07-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34623/acmp-2e37 https://doi.org/10.34623/acmp-2e37 |
url |
https://doi.org/10.34623/acmp-2e37 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://publicacoes.ciac.pt/index.php/rotura/article/view/143 https://publicacoes.ciac.pt/index.php/rotura/article/view/143/138 https://publicacoes.ciac.pt/index.php/rotura/article/view/143/139 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2023 Alexandre Martins, Ana Gavina, Bruno Mendes da Silva info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2023 Alexandre Martins, Ana Gavina, Bruno Mendes da Silva |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/epub+zip |
dc.publisher.none.fl_str_mv |
CIAC – Centro de Investigação em Artes e Comunicação |
publisher.none.fl_str_mv |
CIAC – Centro de Investigação em Artes e Comunicação |
dc.source.none.fl_str_mv |
Rotura – Revista de Comunicação, Cultura e Artes; 2023: VI Congresso Internacional Alfamed. Redes sociales y ciudadanía: Ciberculturas para el aprendizaje; 48-63 2184-8661 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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