Murdoch University Research Repository

Welcome to the Murdoch University Research Repository

The Murdoch University Research Repository is an open access digital collection of research
created by Murdoch University staff, researchers and postgraduate students.

Learn more

A tale of power, passion and persuasion: Bloggers, public relations and ethics

Archer, C., Pettigrew, S. and Harrigan, P. (2014) A tale of power, passion and persuasion: Bloggers, public relations and ethics. Asia Pacific Public Relations Journal, 15 (1). pp. 37-54.

PDF - Published Version
Download (278kB)
Free to read:
*No subscription required


Within public relations the questions of ethical theory and practice have been given new momentum with the rise of influencers in social media, such as bloggers, and the related phenomenon of stealth marketing. This paper explores the views of a specific community of these new influencers – so-called mum bloggers – following the call for more research in this area and with the theory of dialogic public relations as a start point. Taken from an online survey of Australian mum bloggers, the paper analyses the qualitative responses of 238 bloggers. Almost 70 per cent of respondents believe there are no ethical issues in blogging. Of those respondents who believe there are issues see that ‘sponsored posts’ – written commentary on blogs that is paid for by brands – are a major ethical issue.

Item Type: Journal Article
Murdoch Affiliation(s): School of Arts
Publisher: Deakin University
Item Control Page Item Control Page


Downloads per month over past year