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Fredrik Stiernstedt

Unfair favouring? Boundaries between editorial content and advertising in commercial radio and television

In my paper I will discuss recent developments of ”branded” and ”advertiser funded” content (AFC) within Swedish radio and television. I will briefly relate the developments in this area to the regulation in the Swedish radio and television act concerning so-called ”unfair favouring”. My main focus of interest in relation to these processes is however questions about the production of AFC. The concrete and everyday production of content, where questions of intention, angle, mode of address, format etc. are elaborated among different kinds of ”content producers” is one of arena in which boundaries between editorial content and advertising are redrawn and re-negotiated. My paper will look into these processes in one Swedish media company (MTG) and unpack the production processes behind AFC through interviews, observations and document analysis.


Fredrik Stiernstedt (PhD) is a lecturer at Jönköping University, Sweden. His main fields of interest are media work and production, music and media, radio and sound studies and the critical analysis of digital culture. He has previously published his work in journals such as New Media & Society, Participations, Journal of Radio and Audio Media and First Monday. E-Mail: Fredrik.Stiernstedt@hlk.hj.se

Recent publications:
Stiernstedt, F. (2014). The Political Economy of the Radio Personality. Journal of Radio & Audio Media, 21(2), 290-306.
DOI: 10.1080/19376529.2014.950152

Stiernstedt, F. (2015). The Automatic DJ? In: Bonini T. (ed.) Radio Audiences and Participation in the Age of Network Society. London: Routledge.

Kaun, A., & Stiernstedt, F. (2014). Facebook time: Technological and institutional affordances for media memories. New media & society, 16(7), 1154-1168.
DOI: 10.1177/1461444814544001

Sidansvarig: Christine Forssell|Sidan uppdaterades: 2015-06-30

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