How much journalism is in brand journalism? How brand journalists perceive their roles and blur the boundaries between journalism and strategic communication

An increasing number of companies and other organizations publish their own news media that resemble journalistic media in terms of content, language and design. The production and distribution of these publications are often referred to as brand journalism. However, although these publications look a lot like journalistic media, they are used as strategic communication tools: They represent and legitimize an organization’s interests and aim to...