Brand journalism and the crisis of the classical paradigm of journalism

Abstract

The article raises the issue of changing the classical paradigm of the vision of journalism as a subject of analysis against the background of the emergence of the latest trends in media activities, in particular brand journalism. Transformation processes are taking place in the mass communication environment, which should be interpreted as factors of significant changes in it. The communikat of mass communication in general and journalism in particular have significantly changed their communication intentions, preferences and communication competence in recent years. This is a serious challenge and the cause of the crisis of identity of journalism as a sphere of mass communication and a reason to talk about changing the classical paradigm of journalism.Brand journalism as a new media phenomenon is reformatting the media environment and should be interpreted through the application of a new approach, which is based on the crisis of describing the object of analysis caused by the crisis of traditional methods of measuring and observing phenomena, processes, actual paradigm shift. science in general and should be implemented in journalism in particular. Industry 4.0 is focused on the rapid search for productive solutions, global integration of capacities, diverse cooperation and extraordinary interaction, and brand journalism in this perspective is seen as a new phenomenon of the mass media environment, that integrates the tools and communication skills of journalism with research and analytical competencies of marketing to provide the latest mass audience with quality content, media effects of which do not contradict the tactical and strategic goals of brand management of aparticular project, that at the same time realizes and realizes his society. Brand journalism has communication intentions: constant high-quality, unbiased, relevant, socially responsible and diverse information service for knowledgeable, aware of a range of issues narrowly focused audience, seeking to communicate on the subject of self-interest and familiar with the company that cares about this media project.