原生廣告倫理問題與規範初探

An Exploratory Study on the Ethical Issues and Standards of Native Advertising

梁元齡(Liang Yuan-Ling)

指導教授 ： 鍾蔚文

國立政治大學/傳播學院/國際傳播英語碩士學位學程(IMICS)/碩士(2022年)

https://doi.org/10.6814/NCCU202201664

摘要

本研究聚焦探索製作原生廣告的倫理可能性。近年來，原生廣告成為廣告類型的當紅炸子雞，該產品特性為贊助者與內容創作者共同產製，形式與其他獨立製作內容相似。對於資金窘困的新聞媒體業者而言，原生廣告是一種能夠維繫機構營收的合作選項。

然而，原生廣告本質將新聞實務與品牌價值結合，恐對受眾造成誤導，在界線上也有所混淆，因此產生倫理疑慮；更甚，原生廣告的普及性與日俱增，卻沒有針對其特殊型態制定相應的倫理指引，無論是參與其中的贊助商或媒體，都有失去公眾信任的危險。

本研究剖析原生廣告製作流程，並從五個倫理角度：真實與正確性、透明性、獨立性、公平性、當責性，審視原生廣告違反倫理的實務作為，期許能減少對雙方機構的信任損害。

最後，本文根據對原生廣告實務製程的觀察，提出倫理合作流程的建議，也設計簡易的倫理確認清單，協助贊助者、媒體內容創作者、或居中協調的公關人員，在混沌的原生廣告生態中找到以倫理為基礎的立足點。

關鍵字

原生廣告 ； 贊助內容 ； 付費文章 ； 品牌合作 ； 置入性行銷 ； 媒體倫理

並列摘要

This research focuses on exploring the possibility of ethical practice in native advertising. In recent years, native advertising, a form of ads co-produced by sponsors and content creators that resemble editorials, has become one of the most popular advertising choices. News organizations have gradually adopted native advertising to generate profits and sustain their publication.

Nevertheless, native advertising, which blends brand interests with journalistic practices, may mislead the audience and has aroused ethical concerns. Given the prevalence of native advertising, there have been few guidelines regarding its ethics, which may further endanger trust for both parties.

This thesis attempts to address unethical practices and trust crises by examining the production processes further. First, this article will highlight how "trust" functions as an essence of native advertising, underlining the importance of journalism and enterprise ethics in the ecosystem and how they correlate with native ads' feasibility. Secondly, the research will display how native advertising is produced in four stages. Thirdly, the article identifies several unethical behaviors in the current production process and proposes possible solutions in each of the circumstances.

Finally, this article will provide a new perspective by proposing an ethical collaboration framework to help all parties, including sponsors, editorial staff, and PR personnel, find a firm footing in the uncertain terrain of native advertising.

並列關鍵字

Native advertising ； Sponsored content ； Paid post ； Advertorial ； Media ethics ； Advertising ethics

參考文獻

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