Dominanz-/Dependenzbeziehungen? Werbung und Medien

Auszug

From the time when the media have furnished their financial requirements by the aid of corporate advertising clients not only their capital stock but also their dependency has increased. The proportion of dominance and dependency within the relationship of the media and their corporate advertising clients is a notorious question. The fact that the media act under financial pressure, however, will neither lead to an end of journalism nor to an end of advertising but to a proceeding differentiation of both forms of communication. Both journalism and advertising, it is argued, benefit from clear borders rather than from the fusion of their semantic features.