Call for Papers: Native Advertising and the Future of Mass Communication American Behavioral Scientist

September 4, 2015

Associate Professor Guy Golan is a guest editor

Call for Papers: Native Advertising and the Future of Mass Communication

American Behavioral Scientist 

Guest Editors: Guy J. Golan (Syracuse University) and Bartosz W. Wojdynski (University of Georgia)


Native advertising has become both a buzzword and a source of controversy in the past several years.  An increasing portion of revenue for many content publishers, from social media companies to news organizations, comes from delivering to their users paid advertising that resembles the form and function of the non-advertising content published alongside it. Critics have argued that the success of native advertising -- which encompasses forms and labels including sponsor content, partner publishing, brand journalism among others - is predicated on deception or misleading consumers, while proponents have argued that consumers find native advertising more engaging due to its format and congruency to publishers' original content.

To date, there has been relatively little examination of contemporary native advertising in the scholarly literature. This special issue of American Behavioral Scientist will explore the rise of native advertising across a wide variety of media formats, along with its implications for social science theory, publishing and advertising practices, and regulators.  Approaches from a variety of perspectives are welcomed, including, but not limited to, psychological, ethical, sociological, economic, political, or critical.

The following are examples of topics that the editors view as relevant to the contents of the special issue:

  • Overviews of the practice of native advertising in corporate, governments and nonprofit communication
  • Empirical examinations of audience assessments and processing of native ads/content
  • Innovation in native advertising tactics
  • Explorations of ethical norms regarding native advertising
  • Discussions of the implications of the native advertising phenomenon on the future of journalism and mass communication 

Information for submitters:
Submitted manuscripts must be in MS Word (.doc) format, include a title page that includes the title of the paper, a 250 word abstract, full name and complete addresses of all authors that includes affiliation(s), telephone number(s), and e-mail address.

Manuscripts should generally contain between 6,000 and 8,000 words.

The manuscript and references should follow APA (6th ed.) style.

Manuscripts should contain original material and not be previously published, or currently submitted for consideration, elsewhere.

The refereeing process is blind, so contributors should take care to remove any obvious indications of authorship from the manuscript itself.

Manuscripts should be submitted directly via email to


Submission deadline: January 15, 2016

Editorial decision: March 15

Anticipated publication date: Nov/Dec 2016


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