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Ethics Across the Media Ecosystem: Native Advertising, Platform Power, and the Work of Repair
Journal article   Peer reviewed

Ethics Across the Media Ecosystem: Native Advertising, Platform Power, and the Work of Repair

Yayu Feng
Journal of media ethics, Vol.41(2), pp.113-118
04/19/2026

Abstract

media landscape media ecosystem native advertising information environments Ethics
Only two months into 2026, the media landscape has already witnessed a series of developments that underscore the structural pressures of the current moment. Newsroom layoffs have happened at legacy outlets like The Washington Post. New forms of media influence continue to disrupt how information is produced and consumed. One especially notable incident involved the YouTuber and social media influencer, Nick Shirley, whose viral video drew widespread public attention but also raising important questions about ethical practices. At the same time, coverage of Immigration and Customs Enforcement (ICE) actions, in Minnesota and elsewhere, that spreads on social media platforms is characterized by political polarization and algorithmic amplification. The contemporary media ecosystem has become increasingly complex and hard to navigate. How it is going to sustain ethical information environments, rather than contribute to confusion and exploitation, has become a critical question for media ethics. This issue’s “Trends” takes a closer look at two newly published books that offer timely and complementary insights into this question. Content Confusion provides a rigorous diagnosis of how native advertising contributes to the blurring boundaries between journalism and commercial persuasion, and what that means for trust and integrity in news organizations. Reparative Media shifts the focus to alternatives, examining how media infrastructures and storytelling practices might be redesigned to center repair, community, and collective well-being. Together, these works help us better understand both the systemic pressures reshaping media today and the ethical frameworks that might guide more responsible and just media futures.

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