Rebranding The Conquistadors As Social Justice Warriors - The Guardian, Corporate Sponsorship And 'Branded Content'

http://www.medialens.org/index.php/alerts/alert-archive/2016/812-rebranding-the-conquistadors-as-social-justice-warriors-the-guardian-corporate-sponsorship-and-branded-content.html

Publisher:  Media Lens
Date Written:  04/02/2016
Year Published:  2016  
Resource Type:  Article
Cx Number:  CX18782

Like most newspapers, the Guardian is struggling financially and is desperately worried about a dwindling stream of advertising revenue. The paper's declared intent of becoming 'the world's leading liberal voice', with rapid expansion in the US and Australia, has backfired, leading to the need for significant cuts including likely job losses. As a result, the paper is heading ever deeper into the murky world of 'branded content' to raise much-needed funds from corporate advertisers.