Platformization, Brand Journalism, and New Business Models: The case of Estadão Blue Studio

Abstract

This paper seeks to understand the implications of the platformization phenomenon in the reconfiguration of the business models of journalistic companies, through the lens of brand journalism practices. The research, which takes a qualitative approach, combines a critical review of the literature and a descriptive analysis of the products and services offered by Estadão Blue Studio, as well as semi-structured interviews. Here, brand journalism is understood as a convergence between the appropriation of journalistic techniques and protocols and communication strategies for brands.