PERIODISMO DE MARCA: UNA REFLEXIÓN SOBRE LA ÉTICA, CASO: SITIO WEB COCA COLA-JOURNEY ESPAÑA

Abstract

Journalism is a profession that focuses on objectivity, therefore brand journalism has appeared as a trend in which companies spread content that is of it interest and now there are companies that use it for promoting their products or services, generating useful content for the audience and at the same time for making a connection with the them. In Spain, Coca Cola created in 2014 a website called Coca Cola Journey, which has news page related to its brand. The objective of this study is to determine if the ethical principles in brand journalism that this company carries out are met. To this end, a bibliographic review was carried out that explores journalistic ethics and how it has been adapted in practice within brand journalism. The results from the observation of the sources show that the informative contents that are published on the website of Coca Cola Journey have mistakes and contradictions in their text, which does not comply with the ethical parameters of the professional practice of journalism.