林照真

Chao-Chen Lin

新媒體、數位新聞、置入性行銷、聚合

new media, digital journalism, product placement, convergence

新聞中的置入性行銷在傳統媒體中引發極大爭議，卻鮮少人關注置入性行銷現象同樣已在新媒體中發生。本論文透過新媒體的內容分析與深度訪問新媒體工作者等研究方法，試圖剖析新媒體中的置入性行銷現象。本論文發現，新媒體藉著新媒體的數位特性，出現了傳統媒體未曾出現的置入行銷模式。本論文同時採取批判立場，認為置入性行銷將傷害新媒體正在發展中的數位專業倫理。

The important issue of product placement has been debated extensively in traditional news media, but is a topic that is rarely discussed in new media. By analyzing the content of new media and in-depth interviews on new media practitioners, this study examines how product placement is used in new media. The results indicate that product placement has been applied in a different manner in new media. This paper shows the major digital forms of product placement in new media, in addition to providing a critique of product placement in new media, which we believe will deteriorate the development of digital professional ethics.