It’s high time to reframe the food bloggers versus journalist debate.

Food blogging hasn’t been separate as a form of media from journalism since Conde Naste started food blogging in 2006. That’s the point that I argued that food blogging had died as a separate medium a few years ago. People like me who started as bloggers became journalists and got paid. Journalists tried their hand at blogging. Save for a few Luddites who write in the absence of the Internet, food blogging and journalism as practices have since been inextricably linked since the mid-00s.

The relative number of searches on Google for “food blog” is in decline. That peaked in 2010 which seems to suggest that for most readers, they’re just another form of web publishing, indistinguishable from any other online food media. If people are doing fewer specific searches for “food blog”, their relevance as a separate medium – one that readers value as something different from a newspaper or magazine website – is deteriorating. After just five years of corporate publishing, major publications are beginning to divest from food blogs.

Even though that shaky wall between food blogging and journalism as practices collapsed long ago, the debate about what divides food bloggers and food journalists as identities never ended because a third category of online food publisher grew: food marketers.

Food marketers write promotional copy on behalf of the food industry or to promote their personal brand in hope of remuneration from the industry. These are the people who attend the “make money with your blog” conferences, who are concerned with their brand; who want to build traffic to their blog to sell more of themselves. There is a fair degree of pride in the marketing work. They have media kits, show off successful collaborations with events and public relations agencies, ask for free meals, flights, hotels and airport transfers.

Much of the animosity between food bloggers and journalists is really between food marketers and journalists. Prior to the rise of food marketers, bloggers had little or no interest in getting paid; journalists drew a living wage. The decline of paid food writing work coincided with the willingness of food marketers to fill the content hole for next to nothing. Where being a journalist was a calling and a profession, being a food marketer was an aspirational lifestyle.

Like most marketing, food marketing is about an almost relentless positivity, happy words bleeding into the soft-focus cake shots; never eating a bad meal. Journalism is about truth and writing things that somebody doesn’t want to see printed, to paraphrase William Randolph Hearst’s maxim. It’s not to say that journalists have a monopoly on objectivity. The view from that particular tower is often the view from nowhere.

The big divide is around ethics. Journalists generally subscribe to an externally enforced code of ethics; marketers don’t because it could limit the size of their market or how they receive remuneration. Where journalism had a wall between editorial and advertising, food marketers are editorial and advertising. Food marketers also became the mould into which journalists are increasingly pressed, with the new demand to write “native advertising” alongside editorial work; and the idea that journalists themselves should be a brand.

The animosity between the remaining food bloggers and food marketers is that blogging seemed like more fun when there was no pressure for a success that was defined by traffic or cash or free meals; and that somehow food marketers are to blame for the cultural shift. Or at least, the expectation now on food bloggers from the rest of society is that they are all food marketers rather than a different sort of unique practice.