The Political Economy of Press Freedom: The Paradox of Taiwan Versus China by Jaw-Nian Huang

Author:Jaw-Nian Huang [Huang, Jaw-Nian]
Language: eng
Format: epub
ISBN: 9781032090542
Google: mqplzgEACAAJ
Goodreads: 57868936
Publisher: Routledge
Published: 2021-06-30T12:22:07+00:00

Under this circumstance, the editorial department, which had been independent of the business department, was now forced to cooperate with the latter, either by producing media content in favor of advertising suppliers or by placing advertising information directly in news and programs.79 According to Chen Ping-Hung’s questionnaire survey based on 295 Taiwanese journalists’ responses, there were 96.9% who have ever seen product placement or embedded marketing from the media, 93.5% who have ever heard their journalism colleagues practicing product placement, 60.2% who have ever practiced embedded marketing by themselves, and 17.1% whose routine task was just to practice product placement. Moreover, none of the journalists replied that their affiliated media companies never practiced embedded marketing.80 As Lin Chao-chen (林照真) noted in her special report on embedded marketing:

Some newspapers still prohibited the editorial department, news reporters, and editors from having direct contact with advertising salespeople; others were just indifferent. Some advertisers in commercial and industrial circles preferred to establish direct contact with the editorial department. Under such a circumstance, many news reporters at the basic level thought that the heads of the media looked much like people in business while editors-in-chief looked just like general managers… . Businesses shaped their own images or influenced government policies with embedded marketing. The more money they had, the more news space they were able to buy, the more they held the right to speak through the media.81

Take the Farglory Group (遠雄集團) for example. It was the largest construction company in Taiwan which had even served as the biggest advertising contributor in Taiwan from 2006 to 2010. When its President Chao Teng-Hsiung (趙藤雄) was detained for a bribery case in June 2014, most media were reluctant to report relevant news intensively and critically at first, to avoid any possible reduction of advertising from such a large conglomerate.82 Apparently, the increasing advertising revenues from private businesses caused a significant impact on the media’s editorial independence and news impartiality in Taiwan.

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