As novas formas de atuação do jornalismo pós-industrial: labs de conteúdo e as marcas como clientes do jornalismo

Abstract

This research is dedicated to the news way of funding journalism, focused on content lab work of the Globo and Estadão. From this research, seek to describe the phenomena of the last twenty years that took the creation of the labs, identify content creation processes - branded content and brand journalism - for these institutions and find out the relevance for brand association with the communication associate.