20.500.12556/RUL-171980 Nativno oglaševanje političnih vsebin: sistematični pregled literature magistrsko delo Native advertising of political content: a systematic literature review Namen magistrskega dela je sistematično pregledati literaturo na področju političnega nativnega oglaševanja in ugotoviti, kako vključene raziskave opredeljujejo politično nativno oglaševanje. Zanimalo nas je tudi, kaj ugotavljajo raziskave na področju političnega nativnega oglaševanja glede zaznavanja javnosti pri ločevanju med uredniško vsebino in političnimi nativnimi oglasi ter kaj ugotavljajo raziskave glede namenov političnih akterjev za uporabo političnega nativnega oglaševanja v povezavi z doseganjem njihovih političnih ciljev. Magistrska naloga temelji na sistematičnem pregledu literature (SPL) prosto dostopnih znanstvenih in raziskovalnih člankov, objavljenih do 31. marca 2025. Za iskanje študij na področju političnega nativnega oglaševanja smo uporabili bibliografske podatkovne baze Web of Science, Scopus, Google Scholar in založnika vsebin Sage Journals, saj ponujajo celovit vpogled v literaturo. Identificirali smo 15 člankov, ki so ustrezali vključitvenim kriterijem. Analizirali smo jih z deskriptivno kvalitativno analizo. V nalogi smo ugotovili, da so ločnice med novinarji in oglaševalci vse bolj zabrisane, saj so politični nativni oglasi pogosto prikriti v obliko uredniških člankov. Uporabniki imajo težave pri prepoznavanju političnih nativnih oglasov, kljub temu, da morajo biti nativni oglasi po zakonodaji jasno označeni. Ključni namen političnega nativnega oglaševanja je prepričati uporabnike in vplivati na njihovo mnenje. The purpose of this master's thesis is to systematically review the literature in the field of political native advertising and to determine how the included studies define political native advertising. We were also interested in what the research in this field reveals about public perception in distinguishing between editorial content and political native ads, as well as what it finds regarding the intentions of political actors in using political native advertising to achieve their political goals. The thesis is based on a systematic literature review (SLR) of open-access scientific and research articles published up to March 31, 2025. To search for studies on political native advertising, we used the bibliographic databases Web of Science, Scopus, Google Scholar, and the content publisher Sage Journals, as they provide a comprehensive overview of the literature. We identified 15 articles that met the inclusion criteria. These were analyzed using descriptive qualitative analysis.Our findings show that the boundaries between journalism and advertising are becoming increasingly blurred, as political native ads are often disguised in the form of editorial articles. Users have difficulty recognizing political native advertisements, even though such ads are legally required to be clearly labeled. The main purpose of political native advertising is to persuade users and influence their opinions. nativno oglaševanje politično nativno oglaševanje sistematični pregled literature kredibilnost medija digitalno oglaševanje native advertising political native advertising systematic literature review media credibility digital advertising true true false S. Petrović Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-09-05 07:30:39 2025-09-05 07:30:45 2025-09-29 03:48:25 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (78 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 07:32(043.2) 179157 250182403 20861.pdf 20861.pdf 1 319AE6CB9F0D44AC773A6509CA6A4B3E 81d252d46e24398811f7490353c237142c41ea8f4aba45c651af9fc255e81ed0 520e5808-8a19-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=215694 Fakulteta za družbene vede 0 0 0