Independence of Journalist in Facing Advertiser's Sources (Case Study: Commodification of Workers in TOP Newspaper)

摘要

Today's world has entered the age of digital communication so that all the information is easy to find with just a little touch of a finger on a gadget. Ultimately forcing conventional media companies both print and electronics have to converge or melt into an easily accessible, internet-based format. The impact of media companies no longer rely on the results of print sales or content, but now rely on revenue coming from advertising. So the company did a variety of ways to survive, including committing a press worker to hunt for a advertisement. The purpose of this study is to describe the commodification of the worker who is looking for advertisement type of reporter in TOP Newspaper/media and its relation to pressure for journalists. Research Method: The critical paradigm with qualitative method. Results: There has been a commodification of workers involving journalists in searching for advertisements in five models: as facilitators, advertising agencies, newspaper sellers, lobbyists and brokers. Most prominent in the commodification of journalists in the TOP Newspaper is as a facilitator or a spearhead of the negotiations between companies with potential sources of advertising. The implication of independence and professionalism of journalists in making journalistic work is influenced by both external and internal commercial purposes. Conclusion: there has been commodification in a number of press publishing companies that using journalists to get a bonus through advertising.