Transparency,disclosure and autonomy: Moral judgment and attitudes toward branded content among media workers

Abstract

This study extends the media sociology literature on moral judgment by comparing moral orientations among journalists and non-journalistic media professionals as well as attitudinal differences regarding branded content and related perceptions of transparency, disclosure standards, and perceived job autonomy. Based on a survey sample of the Online News Association membership (n = 226), journalists placed greater emphasis on organizational disclosure standards than non-journalist counterparts, and branded-content producers had less favorable attitudes toward disclosure. Also, perceived disclosure standards of their organizations negatively predicted individuals’ disclosure attitude. Regression modeling showed morally related variables accounted for a small but notable variance in disclosure-related attitudes.