BRAND JOURNALISM IN BRAZIL: mapping and analysing practices

Abstract

This article presents the results of mapping and analysing brand journalism practices in the Brazilian context. For this purpose, brand journalism is understood as a practice that uses journalistic tools, techniques and often principles and formats to gain recognition from clients and strengthen the relationship between brand and society. The methodology employed was qualitative-descriptive, involving: mapping the country's media organisations that produce content by/for brands, applying questionnaires to representatives of each of the mapped media organisations and conducting semi-structured interviews with some of the managers of the branded content teams at the newspapers. It was found that 55% of the newspaper companies analysed have a branded content team, revealing itself as a new strategy to meet the demands of brands for visibility and newspaper companies for revenue. The studios or hubs generally operate independently of the newsrooms, but hybrid and complementary practices were also found.