Mapping the Media-Marketing Ecology (Branded Content Governance Project, June 2024)

<p dir="ltr">This report, Mapping the Media-Marketing Ecology, is produced by the Branded Content Governance Project, a three-year UKRI-funded international research project. The report examines the actors and processes that make up the media-marketing ecosystem. This is an interim version (June 2024) of a report which will be published in final form in 2025. We want to share work in progress, but will be adding additional material, including a chapter on ‘Creators and intermediaries across the pro-am spectrum’, and an expanded version of ‘Media-marketing ecology: key issues for governance’, that will include our full analysis of branded content ‘problems’ and ‘mitigations’: considerations and recommendations for addressing problems that may be developed in context-sensitive ways to improve the governance of branded content.</p><p dir="ltr">This report focuses on mapping the activities and industrial interconnections relevant to the main forms of branded content produced today. In doing so we aim to provide both a more detailed and granular map than exists to date and an analytical overview that situate branded content activities within the wider media-marketing ecosystem.</p>