「網友說」之新聞置入性行銷研究：網路新聞媒體與網路行銷公司的合謀

Abstract

在數位時代，新聞媒體與網路行銷公司之間的合作愈加緊密，並形成了一種以高效率與低成本為特徵的新興操作模式。此一模式將新聞內容商品化，並藉由隱性置入廣告訊息達成行銷目的。研究結果顯示，新聞記者藉由引用網友意見進行報導，表面上呈現草根意見的傳遞，實際上卻成為網路行銷公司推廣產品的工具。行銷公司透過創造高討論度的文章，以及操作大量虛假帳號進行輿論引導，最終撰寫出形式上接近新聞稿的內容，達成品牌在各類媒體平台自然曝光之目的。 本文探討新聞市場在數位時代所面臨的挑戰，並進一步探討置入性行銷、「網友說新聞」等現象對法律倫理及新聞工作者職業認同之衝擊。本文亦分析這些現象在網路平台崛起背景下的演變及其新特徵，並深入剖析其合作模式的內在邏輯與潛在影響。 本研究採取半結構式深度訪談法進行資料蒐集，以揭露剖析新聞與行銷產業鏈中的合作模式。訪談對象涵蓋網路行銷端之主管與執行者、網路新聞媒體記者與管理層，並涉及私下接案記者之案例，藉此全方位描繪該產業結構。本研究從新聞倫理、廣告倫理及新聞記者職業認同之角度，分析行銷公司如何操作熱門文章、管理虛假帳號，以及新聞媒體如何配合此類新型態置入性行銷之製作模式。 最後，本文探討該合作模式對新聞倫理及公共言論市場之挑戰，並針對未來傳播實踐與倫理規範提出具體建議，以期在數位媒體環境下促進更為負責與透明的新聞生態。

In the digital age, the collusion between news media and online marketing companies has become increasingly close, resulting in an emerging operational model characterized by high efficiency and low cost. This model commoditizes news content and implicitly incorporates advertising messages for marketing purposes. Research findings show that by quoting the opinions of netizens, journalists are ostensibly transmitting grassroots opinions, but in reality they are becoming a tool for online marketing companies to promote their products. By creating highly discussed articles and manipulating a large number of fake accounts to guide public opinion, the marketing companies eventually write content that is close to the form of a press release to achieve the natural exposure of their brands on various media platforms. This article explores the challenges faced by the news market in the digital age, and further examines the impact of the phenomena of “insertion marketing” and “netizens talking about news” on legal ethics and the professional identity of journalists. This paper also analyzes the evolution of these phenomena and their new features in the context of the rise of online platforms, and analyzes the internal logic and potential impact of their cooperation patterns. This research adopts a semi-structured in-depth interview method to collect data, in order to expose and analyze the cooperation patterns in the industrial chain of journalism and marketing. Interviews were conducted with directors and executives of online marketing, journalists and management of online news media, as well as cases of private journalists, in order to depict the structure of the industry from all angles. From the perspectives of journalistic ethics, advertising ethics, and journalists' professional identity, this study analyzes how marketing companies manipulate popular articles, manage fake accounts, and how the news media cooperates with this new form of immersive marketing production model. Finally, the paper examines the challenges of this cooperative model to journalistic ethics and the marketplace of public discourse, and makes specific recommendations for future communication practices and ethical norms, with a view to fostering a more accountable and transparent journalistic ecosystem in the digital media environment.