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  • 标题:El mensaje periodístico en la comunicación comercial: El caso de los micro-programas en la radio generalista
  • 本地全文:下载
  • 作者:Clara Muela-Molina ; Salvador Perelló-Oliver
  • 期刊名称:Estudios sobre el Mensaje Periodístico
  • 印刷版ISSN:1988-2696
  • 出版年度:2016
  • 卷号:22
  • 期号:2
  • 页码:1085-1101
  • DOI:10.5209/ESMP.54253
  • 语种:Spanish
  • 出版社:Servicio de Publicaciones de la Universidad Complutense
  • 摘要:The present work explores the use of program-length commercials defined as a modality of hybrid message that combines commercial and journalistic contents, in most cases introduced by the journalist himself with no explicit forewarning to listeners. In order to respond to the issues that have been raised in this paper, the study has analysed all program-length commercials broadcast in generalist radio stations. These practices, in breach of advertising legislations and the code of ethics of the sector, do not distinguish editorial contents from advertising and exploit the credibility of journalists as opinion leaders to promote a product or service, with a lack of respect to audiences and the consent of radio owners.
  • 关键词:Radio;publicidad;información;periodista;regulación;ética
  • 其他关键词:Radio;advertising;information;journalist;regulation;ethics
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