ABSTRACT
While Chapter 7 surveyed what has changed, this chapter explores why and how these changes have occurred, focusing on the UK and European Union states, but also discussing other supranational regulation and digital communications regulation in the US and elsewhere. It explores the resource-advantage, and other advantages, for lobbying by commercial media and advertising proponents of liberalisation. This chapter also examines the discourses of marketing and media practitioners as components of governance, and considers how branded content has been promoted and normalised but also how, within inter- and intra-industry mediated communications, it has been contested. The tensions, contradictions, and antinomies of practitioner discourses are mapped and analysed. The chapter also examines industry debates on advertising influence following the resignation of Peter Oborne from The Telegraph newspaper in 2015.
