Negotiating the gray lines: An ethnographic case study of organizational conflict between advertorials and news

This paper reports an ethnographic case study of how one newspaper organization undertook the redesign of its advertorial products. Examining the design and production of advertorials enables us to see and understand the moments when the values of the interpretive communities of advertorialists (advertising) and journalists are invoked. This case study examines the potential for internal conflict within a news organization as distinctly oppositional interests--advertising and news--seek to control a newspaper's symbolic goods.