THE THREE STATES OF “NATIVE ADVERTISING”. SOCIAL USES AND CIRCULATION REGIMES OF A TERMINOLOGICAL INNOVATION

Abstract

Native advertising has established itself as a must in the online media landscape. Polymorphic, it has invested a significant number of media companies, content production companies and consulting agencies. This article aims to retrace the history of this “innovation”, which is more terminological than technical, through the prism of the question of the autonomy of cultural industries. Three states of this innovation have thus been distinguished according to social uses and circulation regimes of the terms, in order to support the hypothesis of a gradual subordination of these industries to the demands of brand-advertisers.