(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
On the other hand, the advertisements reflected on the pages in the axis of promotion
are shown as tax write-off by the related press corporation. Thus, monopolized media
corporations increase their profits by deducting these expenses from the tax.
As a result, political economy dynamics are determinant on the inclination of analysis
unit supplements towards advertorial news. Hence, to gain a profit is one of the important
elements in choosing the content of weekend magazine supplements of the newspapers. While
net sales ratio and direct advertisement profits are the driving forces in the continuation of the
supplements, advertorial news and diagonal promotion advertisements gain importance as the
profit raising variables. In that sense, media’s dependence on mentioned sources of income
causes them to see the audience as a consumer/client.
The producers of advertorial news pieces in these supplements are new middle class
and cultural mediators, including some media employees. Besides the fact that advertorial
news is contrary to journalism ethics and principles, media’s sense of public responsibility
and public profit, the evaluations of advertorial news to be made by the Turkish media
employees as cultural mediators requires a new study regarding the sector.
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