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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:The 'third arm': new forms of paid-for content in the South African print media
Authors:Cowling, LesleyISNI
Hadland, AdrianISNI
Tabi Tabe, Bate Felix
Year:2008
Periodical:Ecquid Novi: African Journalism Studies
Volume:29
Issue:1
Pages:100-119
Language:English
Geographic term:South Africa
Subjects:newspapers
advertising
External link:https://www.tandfonline.com/doi/abs/10.1080/02560054.2008.9653377
Abstract:In South Africa and globally, there is an ongoing critique of commercial media's relationship with advertising interests and a concern that commercial considerations are eroding the media's normative role in society. Critical political economists point to changes in newsroom organization and practice as evidence of a decline in standards of journalistic professionalism, and argue that commercial pressures on revenue and to increase profits have led to the conflation of advertising and editorial content. This study seeks to contribute to such political economy debates by investigating the role of commercial factors in media production, specifically in the area of media work and media content. Through an examination of the structures, routines, and practices employed by a South African media company (Independent News and Media) to generate advertising revenue, especially for the 'Star' newspaper, the research explores the implications of such strategies for professional practice and, potentially, for the normative conceptions and operations of the media. It shows that the third arm strategy is a departure from professional journalistic practice and in conflict with many of its values. It concludes that more attention needs to be given to the role of the reader in advertising-editorial relationships. Bibliogr., notes, sum. [Journal abstract, edited]