Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
Ethical Practices and Role Perceptions of Bloggers. An Analysis of Literary Bloggers in Spain
Ethical Practices and Role Perceptions of Bloggers
An Analysis of Literary Bloggers in Spain
Cristina NAVARRO & Ángeles MORENO
University Rey Juan Carlos, Madrid, Spain
Publishers and authors have identified the blogosphere as a cheap and effective avenue for publicity. It is also a useful tool to connect books with readers. In Spain, space devoted to book reviews in traditional mass media has decreased in recent years, while the number of books published has increased exponentially and sales have dropped. As the influence of literary blogs grows, the question of ethical implications and the nature of the relationship between bloggers and public relations practitioners working in the publishing industry has become more and more important. The research reported in this chapter used a Delphi methodology to investigate how bloggers operate from an ethical point of view. The study explored their professional status, their independence, and their role as part of the promotional strategy developed by book publishers. The findings show that book bloggers see themselves as more independent and credible than professional critics. But there is a lack of agreement about the necessity of following a code of ethics to regulate their activities.
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