Brand Journalism Approach in the Integrated Model of Information Influence
Brand Journalism Approach in the Integrated Model of Information Influence
Author(s): Veronica YarnykhContributor(s): Michal Tkaczyk (Editor)
Subject(s): Social Sciences, Communication studies
Published by: Univerzita Karlova v Praze, Fakulta sociálních věd
Keywords: Brand journalism; integrated model of information influence; media model CGTN; media model of RT; multiplatform; multichannel
Summary/Abstract: The modern world dictates signifcant changes in the realm of media. In the feld of marketing communication, it is thus necessary to fnd new approaches to the implementation ofinformation influence in the global media space. Brand journalism has become one of theseapproaches. Brand journalism is the complex approach which integrates the technologies ofPR, marketing, communication studies and journalism for the promotion and influence inthe communication space. This essay illustrates the approach by showing how the two largest global holdings use this approach; China Global Television Network (People’s Republicof China) and Russia Today (Russia) implement the principles of brand journalism in theirmedia model of influence in the global world. It concludes that new approaches allow themto grow their audience and increase their influence in media space.
Journal: Mediální studia
- Issue Year: 13/2019
- Issue No: 02
- Page Range: 160-171
- Page Count: 12
- Language: English