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The Rise of Brand Journalism: Understanding the Discursive Dimensions of Collectivity in the Age of Convergence

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The Rise of Brand Journalism: Understanding the Discursive Dimensions of Collectivity in the Age of Convergence University of Pennsylvania ScholarlyCommons Publicly Accessible Penn Dissertations 2015 The Rise of Brand Journalism: Understanding the Discursive Dimensions of Collectivity in the Age of Convergence Kyung Lee University of Pennsylvania, [email protected] Follow this and additional works at: https://repository.upenn.edu/edissertations Part of the Communication Commons Recommended Citation Lee, Kyung, "The Rise of Brand Journalism: Understanding the Discursive Dimensions of Collectivity in the Age of Convergence" (2015). Publicly Accessible Penn Dissertations. 1833. https://repository.upenn.edu/edissertations/1833 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/edissertations/1833 For more information, please contact [email protected]. The Rise of Brand Journalism: Understanding the Discursive Dimensions of Collectivity in the Age of Convergence Abstract How does today’s convergence culture affect the communities that evolve in its wake when the hybridization of formerly distinct cultural forms, practices and professions is not only possible but actively promoted by various individuals, organizations and institutions? This dissertation answers this question through a study of one particular form of emergent collectivity – that uniting journalism and public relations under the label of “brand journalism.” It examines how this hybridization practice occurs, what it suggests about the existing communities of cultural producers, and how it changes the established power relations between different groups. It explains the processes through which a hybrid “interpretive community”--brand journalism--comes into existence, establishes its identity and authority as a collective, challenging the boundaries between existing communities. In particular, this dissertation studies the tensions over cultural authority, identity and discursive power that play into the rise of hybrid cultural practices by examining three sets of discursive qualities of the brand journalism community: 1) articulated vs. unarticulated; 2) intrinsic vs. extrinsic; and 3) indicative vs. subjunctive. The tension between articulated and unarticulated voices suggests that there exist unequal power relations within and among interpretive communities. The tension between intrinsic and extrinsic discourses illustrates how the boundaries of a community are permeable, sometimes offering membership to “others.” The tension between subjunctive and indicative discourses in the community shows how the boundaries of interpretive communities are discursively imagined and maintained to decrease the gap between collective vision and practice. Contrary to Fish (1980)’s theory on interpretive communities, this dissertation suggests that collectivity in a community is not merely about consensus or agreement. Instead, it is an ongoing process that often creates discord and mobility. In addition, the discursive shape of interpretive communities is more dynamic, unstable and complex than existing theories on interpretive communities suggest. The dichotomies between us and them, inclusion and exclusion, permissible and impermissible, and central and marginal are neither stark nor clear-cut as scholars have argued. Borrowing, tweaking and reinterpreting journalistic discourse, brand journalism also poses a critical question to journalism scholars: What is journalism when “the classical modes of journalism production and dissemination” are radically changing and corporate brands are increasingly becoming a part of the news ecosystem? This dissertation suggests that brand journalism emblematized one response to the challenges, confrontations and tensions that journalism has to face in the changing information environment. Degree Type Dissertation Degree Name Doctor of Philosophy (PhD) Graduate Group Communication First Advisor Barbie Zelizer Keywords Convergence culture, Interpretive communities, Journalism, Marketing, New media, PR Subject Categories Communication This dissertation is available at ScholarlyCommons: https://repository.upenn.edu/edissertations/1833 THE RISE OF BRAND JOURNALISM: UNDERSTANDING THE DISCURSIVE DIMENSIONS OF COLLECTIVITY IN THE AGE OF CONVERGENCE Kyung Lee A DISSERTATION in Communication Presented to the Faculties of the University of Pennsylvania in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy 2015 Supervisor of Dissertation ____________ Barbie Zelizer, Raymond Williams Professor of Communication Graduate Group Chairperson _____________ Joseph Turow, Robert Lewis Shayon Professor of Communication Dissertation Committee Michael X. Delli Carpini, Professor of Communication & Walter H. Annenberg Dean Monroe Price, Adjunct Full Professor of Communication & Director for Center for Global Communication Studies Joseph Turow, Robert Lewis Shayon Professor of Communication THE RISE OF BRAND JOURNALISM COPYRIGHT 2015 Kyung Lee iii To my mother iv Acknowledgements This dissertation has started with my interests in the intersection between old and new forms of journalism. I wanted to explore the changing boundaries of journalism and the meaning of journalistic authority in today’s media environment. However, I did not know how the project would evolve along the way. The rather vague ideas I initially had were elaborated, expanded and turned into an exploratory project. This project would have not been possible without my advisor and mentor Barbie Zelizer. She always took time to read my drafts, talk through ideas with me and provide insights. She pushed me to challenge myself academically and to think critically. She believed in me and encouraged me to go on even at my lowest point. My journey at Annenberg could have not been completed without my advisor’s incredible support through difficult times. I am also grateful to my committee members: Michael X. Delli Carpini, Joseph Turow and Monroe Price. Their critical feedback helped me shape the dissertation from the beginning and made me think about the topic more in depth. I was lucky to have many great friends and colleagues at Annenberg: Tara Liss-Mariño, Susanna Dilliplane, Rocio Nunez, Angela Lee, Chul-joo Lee, Anne-Katrin Arnold, Young-Min Paik, Hyun Suk Kim, Le Han, Eun Ja Her, Jin Woo Kim, and Minji Kim. Thank you for your friendship, support and generosity. I will always treasure the memories and laughter we shared together. v I owe a substantial debt to my family. I am grateful to my parents for their unfailing love: I am fortunate and honored to be your daughter. I would also like to thank my son Benjamin (Benji). He came to the world while this project was still in progress and has become the joy of my life: Benji, you are the most amazing thing that has ever happened to me and you mean the world to me. Last but not least, my husband, James Kyung, deserves a special mention. I wouldn’t have come this far without his sense of humor and big hugs: Thank you and I love you with all my heart. vi ABSTRACT THE RISE OF BRAND JOURNALISM: UNDERSTANDING THE DISCURSIVE DIMENSIONS OF COLLECTIVITY IN THE AGE OF CONVERGENCE Kyung Lee Barbie Zelizer How does today’s convergence culture affect the communities that evolve in its wake when the hybridization of formerly distinct cultural forms, practices and professions is not only possible but actively promoted by various individuals, organizations and institutions? This dissertation answers this question through a study of one particular form of emergent collectivity – that uniting journalism and public relations under the label of “brand journalism.” It examines how this hybridization practice occurs, what it suggests about the existing communities of cultural producers, and how it changes the established power relations between different groups. It explains the processes through which a hybrid “interpretive community”--brand journalism--comes into existence, establishes its identity and authority as a collective, challenging the boundaries between existing communities. In particular, this dissertation studies the tensions over cultural authority, identity and discursive power that play into the rise of hybrid cultural practices by examining three sets of discursive qualities of the brand journalism community: 1) articulated vs. unarticulated; 2) intrinsic vs. extrinsic; and 3) indicative vs. subjunctive. The tension vii between articulated and unarticulated voices suggests that there exist unequal power relations within and among interpretive communities. The tension between intrinsic and extrinsic discourses illustrates how the boundaries of a community are permeable, sometimes offering membership to “others.” The tension between subjunctive and indicative discourses in the community shows how the boundaries of interpretive communities are discursively imagined and maintained to decrease the gap between collective vision and practice. Contrary to Fish (1980)’s theory on interpretive communities, this dissertation suggests that collectivity in a community is not merely about consensus or agreement. Instead, it is an ongoing process that often creates discord and mobility. In addition, the discursive shape of interpretive communities is more dynamic, unstable and complex than existing theories on interpretive communities suggest. The dichotomies between us and them, inclusion and exclusion, permissible and impermissible, and central and marginal are neither stark nor clear-cut as scholars have argued. Borrowing, tweaking and reinterpreting journalistic discourse, brand journalism also poses a critical question
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