Journal article
Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content
Journal of media ethics, Vol.35(2), pp.68-82
04/02/2020
DOI: 10.1080/23736992.2020.1736078
Abstract
Media coverage of influencer marketing abounds with ethical questions about this emerging industry. Much of this coverage assumes influencers operate without an ethical framework and many social media personalities skirt around the edges of legal guidelines. Our study starts from the premise that influencer marketing is not inherently unethical but, rather, the ethical principles guiding production of sponsored content are not well understood. Through a case study of the travel and tourism media industry, our findings demonstrate that influencers use the concept of authenticity as an ethical framework when producing sponsored content. This ethics of authenticity is premised on two central tenets: being true to one's self and brand and being true to one's audience. This framework puts the influencers' brand identity and relationship with their audience at the forefront while simultaneously allowing them to profit from content designed to benefit brands and destinations.
Details
- Title: Subtitle
- Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content
- Creators
- Mariah L. Wellman - University of UtahRyan Stoldt - University of IowaMelissa Tully - University of IowaBrian Ekdale - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of media ethics, Vol.35(2), pp.68-82
- DOI
- 10.1080/23736992.2020.1736078
- ISSN
- 2373-6992
- eISSN
- 2373-700X
- Publisher
- Taylor & Francis
- Number of pages
- 15
- Language
- English
- Date published
- 04/02/2020
- Academic Unit
- Center for Social Science Innovation; Injury Prevention Research Center; Public Policy Center (Archive); School of Journalism and Mass Communication
- Record Identifier
- 9984283722102771
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