Native advertising in the public opinion of the media space

Authors

  • Lyudmila Alexandrovna Vasilenko Russian Presidential Academy of National Economy and Public Administration
  • Olga Ilyinichna Molchanova St. Petersburg State University of Economics

Keywords:

native advertising, native content, media convergence, media communication, storytelling, brand personalization, network space, digitalization

Abstract

This article is devoted to native advertising in a media-convergent network environment and the effectiveness of its influence on the public opinion of the network community. The paper presents possible formats of native content and the interpretation of their impact on the public opinion.

About authors

Lyudmila Alexandrovna Vasilenko

Russian Presidential Academy of National Economy and Public Administration

Doctor of sociological sciences, professor

Olga Ilyinichna Molchanova

St. Petersburg State University of Economics

Candidate of pedagogical sciences, associate professor

Информационное общество, 2024, выпуск 5

Published

31.10.2024

How to Cite

Vasilenko, L. A., & Molchanova, O. I. (2024). Native advertising in the public opinion of the media space. Information Society, (5), 133-143. Retrieved from http://infosoc.iis.ru/article/view/1103

Issue

No. 5 (2024): Digital instruments for managing the economy and society

Section

Information society and mass media

Copyright (c) 2024 Ольга Молчанова

Creative Commons License

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