As a result, journalism has been put in a very critical, vulnerable and squeezed position, paving the way for more hybrid journalism and thus a weakened democracy. Internet and technologies have triggered, accelerated and been a driving force in commercialisation and the information overload. Cracks in the so-called normative pillars, supposed to safeguard journalistic autonomy and serve the interests of the public, have, due to commercialisation, over the past three decades, partly demolished the once fundamental wall between the editorial and advertising departments within a media organisation. When labelled it can be considered an example of moderate hybridisation of advertising and journalism, when not labelled an example of a strong or complete hybridisation. The term advertorial has been listed by EU as a misleading commercial practice. The study discusses the degree of hybridisation between advertising and journalism in newspapers and niche magazines in the northern part of Europe (Denmark, Estonia, Finland, Germany, Lithuania, Russia, Sweden, UK), paying particular attention to labelled and unlabelled advertorials. This study utilized the content analysis measure to ascertain the use of aesthetics in the print media (Newspaper) to certify the eyes of the readers and thereby persuade same to share the stories written therein. Since ‘man cannot not communicate’, it behoves on the ‘mass media to utilise aesthetics in the presentation of news and other editorial elements in the newspaper. So, when aesthetic values do not enhance meaning sharing, there is bound to be dissonance in the communication effort. This is one strategy employed to ensure that there is communicative commonality. One of such conventional signals used by the mass media is Aesthetics. This activity can be intentional or unintentional, and may involve conventional or unconventional signals aimed at ensuring clarity and articulate presentation of the chosen symbols of communication. It is “.the human information processing activity which is linked with the mental processes which underlie language acquisition and use”. According to Wilson (2006, p.1), communication is the reduction of uncertainties. It is the meaningful exchange of information between two or more creatures. ABSTRACT Communication is the activity of conveying information through the exchange of thoughts, messages, or information through speech, visuals, signals, writings or behaviour -Wikipedia (2014).
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