MONETIZATION OF MEDIA BRANDS AND PUBLICITY OF COMMERCIAL BRANDS: HOW BRUT DEVELOPS A SYMBIOSIS WITH ITS COMMERCIAL PARTNERS

Abstract

News media are usually defined by their ability to gather contents and summarize them to an audience at a defined time. On the contrary, social networks based media such as Konbini, Brut or Loopsider bet on spreading their contents: they create small videos and let the users share them without any context. Whereas traditional media brands must warn viewers/readers when they develop a content with a commercial brand, these new media mix sponsored and proprietary contents indifferently. And it has an impact on the media, its audiences and the commercial brands producing these symbiosises.