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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.htmlDate Written: 2016-02-04 Publisher: Media Lens 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. |