���Songs of Guilt���: When Generosity is to Blame

The present research project aimed at delivering an update on networked journalism practices within hybrid media systems’ theorizations. It approached such theoretical framework completed by the notions of framing and (inter-media) agenda setting through the consideration of the case study of tech giant Apple and Irish rock group U2’s promotional deal directed at the giveaway of the band’s latest album “Songs of Innocence” on iTunes which was notably accompanied by widespread disapproval and a questioning of its means. The study set to appraise and analyse the reactions of the mainstream and social media to the promotional stunt as hybridised phenomena.