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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton November 4, 2010

Production process of unlabeled advertorials in the Slovenian press

  • Melita Poler Kovačič and Karmen Erjavec
From the journal


The objective of this paper is to present the research on how unlabeled advertorials are produced and interpreted by their key producers. The study uses ethnographic methods and reveals that advertorials are produced by news producers or agency practitioners and advertisers either independently or collectively. The production was based on paying for various expenses or services and making threats. Reasons for production were different within particular groups of producers. Responsibility belongs to all actors analyzed, but also to other media and social actors who establish and maintain circumstances that enable this illegal and unethical practice.

Published Online: 2010-11-04
Published in Print: 2010-November

© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York

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