Final answer:
The TELUS-sponsored video is paid media for TELUS and shared or earned media for Crankworx, depending on how it is promoted and the nature of the content. Transparency in disclosing sponsorships is important for authenticity, and online disclosures are often more straightforward than face-to-face interactions.
Step-by-step explanation:
For TELUS, a TELUS-sponsored video would be considered paid media because it is content that the company has financed to promote its brand, products, or services. Paid media typically involves a transaction where a company pays for exposure, which can include advertisements, sponsored content, or influencer partnerships.
For Crankworx, the same video could be considered shared media or earned media. This depends on the nature of the content and the agreement between TELUS and Crankworx. If Crankworx is actively promoting the video on its own platforms without direct payment, it would be shared media, as it is content distributed through social sharing or partnerships. However, if the video leads to Crankworx gaining additional media coverage or audience engagement organically, it could be seen as earned media. Earned media is any publicity generated through efforts other than paid advertising, such as through word-of-mouth, recommendations, or content going viral.
Issues of transparency and ethical considerations arise regarding how brand relationships are disclosed, especially when comparing online and face-to-face interactions. Online platforms often make it easier to include sponsorship information, while in-person disclosures may not be as explicit, leading to questions about the authenticity of recommendations.