“How to use Black Friday to tackle the energy crisis”: Neoliberal values in informative branded content

Abstract

Informative branded content (IBC) poses significant challenges to traditional journalistic values. Beyond the blurring of editorial and commercial boundaries, this study explores the risks associated with IBC serving as a platform for neoliberal values promoted by dominant economic sectors. Through an analysis of IBC items (N = 767) published across six Spanish media outlets with varying editorial leanings, this research stresses the commitment to neoliberal values in this typology of branded content, despite being channelled through social, environmental, cultural or health issues. The article identifies the strategic efforts of energy and infrastructure companies to emphasize efficiency and optimization, health companies to underscore risk and individual responsibility, and distribution companies to foster consumption and hedonism. These narratives are further reinforced by references, sources, and hyperlinks leading to sponsoring brands. The findings highlight the success of neoliberal strategies in shaping media management and suggest that the media link their own reputations to promoting the positive image of the corporations that fund informative branded content. This reliance on leading economic sectors is particularly controversial at a time when media institutions are experiencing a severe crisis of public credibility.