ABSTRACT
The relationships between media and advertising are changing profoundly as they converge across digital platforms. Branded content has grown rapidly, becoming a major focus for marketers during the last decade. The integration of media and advertising is not new but it is intensifying. Branded content is occurring in different forms across news media, entertainment and social media. Branded Content advances the critical study of the changing relationship between media and marketing communications in the digital age. Digital media is at the apex of two key trends: towards the disaggregation of advertising and media and towards their integration. Branded content has been hailed as the future for marketing communications. Like most complex phenomena, branded content practices are multifactorial. The development of branded content can only be understood in the context of the interface and dynamic interaction of technological innovation and affordances with the conditions in which they developed and their co-development.
