Native advertising and disinformation

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Published: Jun 30, 2021

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Francisco Leslie López del Castillo Wilderbeek
Universidad Pompeu Fabra
Spain
https://orcid.org/0000-0002-6664-7849
Biography
Vol. 25 No. 1 (2021), Articles (open section), pages 131-144
DOI: https://doi.org/10.17979/redma.2021.25.1.7384
Submitted: Jan 8, 2021 Accepted: Mar 8, 2021 Published: Jun 30, 2021
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Abstract

The aim of this study is to analyse a selection of fake news stories and assess their comparability with native advertising from the point of view of disinformation. The study uses the methodology proposed by Wardle and Derakshan to identify similarities between the forms of disinformation used in the cases presented. The results show that fake news is mainly based on invention of information, while concealment of information sources is commonly found in fake public relations campaigns. Native advertising content is generally classed as truthful information, despite a minority trend towards the distortion of content.

Keywords:

fake news, desinformation, native advertising, marketing, public relations

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