Climate Change Branded Content in Spanish Newspapers

Abstract

Spanish media has definitely joined branded content, one of the main journalistic trends (Palau-Sampio's, 2021). This research analyzes the way in which Spanish print newspapers indicate that we are in front of a branded content case when reading a climate change-related news item. For this purpose, 87 branded content news published in 36 Spanish newspapers have been analyzed. The number of different formulas used to indicate that a content is sponsored is striking. The result of this diversification strategy could be increased bewilderment among readers, who are confronted with different formulas even in the same newspaper. Although these newspapers are obliged to follow clear rules on the visibility and identification of branded content, each newspaper ends up choosing how to do it. In many cases, the consumer will have to find out if the news is branded content, as in many occasions this fact may go unnoticed.