Brand journalism: credibility at the expense of discursive information strategies

Abstract

This text proposes to discuss brand journalism as a discursive strategy non-journalistic organizations use in search of credibility and legitimacy. For this, it maps out branded content productions that appropriate the ways of doing and the ways of saying of the journalistic field. Combining studies of journalism and organizational communication, this study considers the notions of newsworthiness, brand journalism, brand, and credibility. This theoretical-empirical study analyzes and describes the discursive strategies of journalistic information on the InfoMoney website.