It’s a policy that speaks to a 2009 statement by Dr David Weinberger of Harvard University’s Berkman Center that “transparency is the new objectivity”. The media can aspire to objectivity, but content will naturally contain biases. Transparency is more achievable than objectivity. It “gives the reader information by which she can undo some of the unintended effects of the ever-present biases”.

via Opinion: branded content’s rise is due to the media’s reputation | Media Network | The Guardian.