Brand journalism e o valor ético como princípio norteador da atividade jornalística

Abstract

Brand Journalism (BJ) is the methodology for producing journalistic content, subsidized and distributed by a non-media company, on its own platform. It is an organizational communication resource for the brand to get in touch with its target audiences, offering relevant, true content that is situated at the intersection of what is of public interest and the brand. This area of work has aroused the interest of journalists who are daily faced with the crisis in the journalism business model, and who have increasingly pushed professionals to work outside the media. In view of this scenario, this paper questions whether it is possible for journalists who work with BJ to exercise their profession in an ethical manner. And more specifically, the work seeks to analyze whether and which journalism values can guide the conduct of professionals who work with BJ. For that, an exploratory survey was carried out, based on bibliographic review, to investigate whether the "five essential principles of ethical journalism", proposed by Ethical Journalism Network, could be applied to the raised questions. After the analysis, it might realize that of the five principles, three can be applied without changes or damage to the essence of what was originally proposed, one can represent a possible point of inflection and the latter can not be transposed unless it is propose an adaptation to the concept.