Entre fronteiras editoriais e comerciais: Mapeamento das práticas de jornalismo de marca no contexto brasileiro

Abstract

This study aims to map the practices of brand journalism by major news outlets in Brazil, with a focus on Studios. The methodology employed comprised a qualitative-descriptive approach, including the analysis of the 40 media outlets audited in 2022 by the Institute for Communication Verification (IVC). In addition, exploratory research and surveys were conducted with the investigated companies, and six semi-structured interviews were conducted with industry professionals. The research explores how branded content practices have impacted the communication industry, delves into the emerging concept of brand journalism, analyzes how brands use journalistic techniques to create news-like content, and presents ethical challenges and boundaries between editorial and commercial content. It also addresses the rise of brand Studios and their influence on journalistic practices, providing an overview of brand journalism in Brazil using data from the analyzed corpus. The results indicate that a significant portion of the studied media produces customized content for brands, including the adoption of Labs, Studios, and specialized Hubs as strategies to meet the demands of brands and media companies. The identified organizational practices - Independent, Hybrid, and Complementary - although distinct, converge in the pursuit of financial sustainability and promote synergistic collaboration between editorial and commercial teams, outlining the complexity of the intersection between journalism and marketing practices in the current communication landscape.