Abstract:
Abstract
This research aims to determine the extent of the influence of advertisers on the
function and operations of the Financial Mail and the implications thereof. The study
attempts to contribute to existing research on the impact of income-generating
strategies on the credibility and independence of print media and on the media’s role
in society by specifically looking at the relationship between the publication and
advertisers. The study will proceed by analysing this relationship; how it influences
day-day operations such as negotiating deals, placing advertisements and planning
special sections. This study will use critical political economy of the media and
theories of media production as the theoretical approach in the analysis of advertiser
influence on print media. The methods of analysis include qualitative in-depth
interviews which, combined with the two theoretical approaches, serve to investigate
the effects of commercialisation on print media and its role in society.
