Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners

Yeşim AKMERANER

doi:https://doi.org/10.24955/ilef.1112405

Makale detayları

Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners

Yazarlar:

Yeşim AKMERANER

Yayıncı:

Ankara University

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Ankara Universitesi ILEF Dergisi 2022 Vol.9 Issue 1, pp.31-56

Belge Tipi:

Makale

Yayın Tarihi:

5/2022

Belge Dili:

İngilizce

Document ID (Org No.):

2000882516

Sıklık:

İki Yıllık

eISSN:

2458-9209

pISSN:

2148-7219

DOI:

https://doi.org/10.24955/ilef.1112405

Özet:

 

Industry advocates argue that the focus of advertising production has shifted from the creativity of practitioners to consumer analytics and the potential advantages of big data. Although a little empirical research offers valuable insights about the changing role of advertising practitioners, it lacks a critical perspective to situate it in a broader social context. On the other hand, digital labor and branding literature over-concentrate on user labor and neglect the role of practitioners in advertising production. By deploying the concept of immaterial labor, this article reevaluates the findings of mainstream marketing-advertising literature within the context of post-Fordist labor. This article aims to create a resonance between theories of immaterial labor and advertising literature and to call for further empirical research from a labor perspective. It argues that advertising practitioners put more strategical, relational and communicative powers into work to manage a data-oriented market.

Makale detayları

Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners

Yazarlar: Yeşim AKMERANER

Yayıncı: Ankara University

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: Ankara Universitesi ILEF Dergisi 2022 Vol.9 Issue 1, pp.31-56

Belge Tipi: Makale

Yayın Tarihi: 5/2022

Belge Dili: İngilizce

Document ID (Org No.): 2000882516

Sıklık: İki Yıllık

eISSN: 2458-9209

pISSN: 2148-7219

DOI: https://doi.org/10.24955/ilef.1112405

Sayı

Yazarlar:

Yeşim AKMERANER

Yayıncı:

Ankara University

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Ankara Universitesi ILEF Dergisi 2022 Vol.9 Issue 1, pp.31-56

Belge Tipi:

Makale

Yayın Tarihi:

5/2022

Belge Dili:

İngilizce

Document ID (Org No.):

2000882516

Sıklık:

İki Yıllık

eISSN:

2458-9209

pISSN:

2148-7219

DOI:

https://doi.org/10.24955/ilef.1112405