Open AccessNews in an Era of Content Confusion: Effects of News Use Motivations and Context on Native Advertising and Digital News Perceptions
Author(s) -
Amazeen Michelle A.
Publication year - 2020
Publication title -
journalism and mass communication quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.02
H-Index - 80
eISSN - 2161-430X
pISSN - 1077-6990
DOI - 10.1177/1077699019886589
Subject(s) - advertising , persuasion , context (archaeology) , perception , native advertising , digital native , confusion , psychology , content analysis , online advertising , political science , business , sociology , social psychology , the internet , computer science , geography , world wide web , social science , archaeology , neuroscience , psychoanalysis , law
This study examined the effects of news use motivations and differing native advertising contexts (hard vs. soft news) on the ability to perceive commercialized content, evaluations of native advertising, and ensuing digital news perceptions. Based upon the framework of the persuasion knowledge model, an online experiment was conducted among a sample of U.S. adults ( N = 684). Engaging with news for informational motivations conditioned perceptions of advertising as did the contextual effects of hard versus soft news. Furthermore, hard-news approaches to native advertising were perceived more unfavorably by audiences and tarnished the subsequent reporting of actual journalists.
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