Native Advertising as a Cultural Phenomenon: New Marketing Tools in Context of Experience Economy

Student: Vityuk Ksenia

Educational Programme: Applied Cultural Studies (Master)

Year of Graduation: 2017

The graduation paper «Native advertising as a cultural phenomenon: new marketing tools in context of experience economy» will focus on the study of the new phenomenon of advertising world, which affects not only marketing communications, but also cultural and social processes. Relying on the theory of the experience society and experience economy, we would try to understand why native advertising has gained such popularity in recent years, how it transformed our perception of advertising, and also how this trend fits into the broader cultural context of the post-truth era and justifies the arose of request for a «new sincerity».

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