On the Depolarization of Journalistic and Marketing Communication Professions. Ethics and Media Practice
Anna Jupowicz-Ginalska
Pełny tekst artykułuThe article concerns the problem which for years has plagued the media industry. It is about a vanishing line of demarcation between journalism and marketing environment, mainly advertising and PR. The researcher makes the following argument, which then verifies:
- the media people, mainly journalists, are attractive for producers of goods and services offered on the „out media” market;
- the media people combine work in the media industry and marketing by simultaneously taking duties and representing the different, non-media brands
- over the years, media employers soften their attitude to the depolarization of journalism and marketing;
- assessment of the phenomenon of depolarization is varied and depends on the specific work of persons undergoing such an assessment.
KEYWORDS
ethics, media, public relations, advertising, media practice, journalists, presenters