Abstract

This article explores the rise of government-sponsored content, a recent development in the branded content model, in which government agencies assume the role of sponsors of editorial content. Theoretically, branded content blurs the boundary between strategic messages and communicative ones. As such, it embodies an inherently manipulative essence. By examining three case studies of government-sponsored content deals in the Israeli market (2014, 2016, 2017), the article seeks to understand the implications of such blurring once government agencies adopt this practice. Based on triangulation of sources (government documents, media content and reports in the press) the study follows the formation of these deals and dissects the consequences of their implementation. Findings suggest that government-sponsored content promotes the infliction of new types of harm that differ from those customarily associated with commercial sponsorship. It impels media bodies to adopt the role of government agencies at the formation stage. Subsequently, it allows these government campaigns to establish a ubiquitous presence within media space. Most important, the deals open a path for stealth propaganda, either for personal promotion of politicians or advancement of political agendas concerning controversial topics. As such, they corrupt both media outlets and the public sector.

摘要

本文探讨了政府赞助内容的兴起，这是品牌内容模型的最新发展，其中政府机构承担编辑内容赞助商的角色。从理论上讲，品牌内容模糊了战略信息和交流信息之间的界限。因此，它体现了一种与生俱来的操纵本质。通过研究以色列市场上政府赞助的内容交易的三个案例研究（2014 年、2016 年、2017 年），本文试图了解一旦政府机构采用这种做法，这种模糊化的含义。基于对来源（政府文件、媒体内容和新闻报道）的三角测量，该研究跟踪这些交易的形成并剖析其实施的后果。调查结果表明，政府赞助的内容会促进造成不同于通常与商业赞助相关的伤害的新型伤害。它促使媒体机构在组建阶段承担政府机构的角色。随后，它允许这些政府运动在媒体空间内建立无处不在的存在。最重要的是，这些交易为秘密宣传开辟了道路，无论是为了政治人物的个人晋升，还是为了推进有关有争议话题的政治议程。因此，他们腐蚀了媒体和公共部门。它允许这些政府运动在媒体空间内建立无处不在的存在。最重要的是，这些交易为秘密宣传开辟了道路，无论是为了政治人物的个人晋升，还是为了推进有关有争议话题的政治议程。因此，他们腐蚀了媒体和公共部门。它允许这些政府运动在媒体空间内建立无处不在的存在。最重要的是，这些交易为秘密宣传开辟了道路，无论是为了政治人物的个人晋升，还是为了推进有关有争议话题的政治议程。因此，他们腐蚀了媒体和公共部门。