ABSTRACT
This chapter surveys a range of issue-based native advertising, including ads from the energy industry, from the health care sector, from corporations looking to associate themselves with causes, and from nonprofits and political candidates. It also shows that such ads build on advertising and public relations practices that predate native advertising, sometimes by more than a century. Technology native advertising presents a contradictory vision of technology – alternately frightening and glorious – but also a consistently deterministic one, in which technology is presented at the cause or solution to social ills and advertisers emerge as the essential mediators of contemporary life. A 2017 survey of native advertising trends in the news media produced for the International News Media Association includes a case study of a Swedish paper, Helsingsborg Dagblad, that entered into a native advertising partnership with its own local government.
