ABSTRACT
This chapter examines Breitbart's #DumpKelloggs campaign against multinational food manufacturing company Kellogg's to evaluate the far-right media outlet's approach towards journalism's core principle–separation of editorial from the business-oriented functions of a news organization. It also examines the origins and development of professional values of journalism. The chapter outlines the rise of Breitbart and its relationship with Donald Trump, particularly the role played by the far-right media group during the 2016 presidential elections. It analyzes Breitbart's campaign against Kellogg's following the cereal maker's decision to withdraw advertisements from its news site. The chapter highlights two contemporary issues–programmatic advertising and the return of hyper-partisan media–that might be perceived as a threat to news-advertising boundary. The most important finding of this examination is that Breitbart is resorting its advertisers to blackmail and extortion for refusing to advertise on their news site–a trait that is commonly visible in media systems where civil society groups and democratic institutions are still nascent.
