Resumen

SANTIBANEZ M, Abraham  y  VERGARA L, Enrique. PERIODISMO Y PUBLICIDAD: CLAVES Y AMBIGÜEDADES DE UNA RELACIÓN PROMISCUA. Universum [online]. 2008, vol.23, n.1, pp. 248-267. ISSN 0718-2376.  doi: 10.4067/S0718-23762008000100012.

Even though the debate about the relation between journalism and advertising has been a permanent cause of conflicts and tensions in the mass media, academia has rarely focused on it as a subject. This paper is an attempt to establish the proper scope in which journalism and advertising operate, the challenges which the fusion of both disciplines' frames imply, the role of the institutions in charge of supervising their right ethical functioning, and their current restrictions, which would require new abilities and analysis mindsets.

Palabras clave : Mass media; Journalism; Advertising; Ethics.