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

Yeşim Akmeraner

doi:10.24955/ilef.1112405

TR EN

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

Abstract

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.

Keywords

References

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Primary Language

English

Subjects

-

Journal Section

Review

Authors

Yeşim Akmeraner ^*
0000-0002-6260-2811
Türkiye

Publication Date

May 25, 2022

Submission Date

February 18, 2021

Acceptance Date

August 16, 2021

Published in Issue

Year 2022 Volume: 9 Number: 1

DOI

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

IZ

https://izlik.org/JA77KD58LX

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RIS / Bibtex

APA

Akmeraner, Y. (2022). Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners. Ankara Üniversitesi İlef Dergisi, 9(1), 31-56. https://doi.org/10.24955/ilef.1112405

AMA

1.Akmeraner Y. Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners. Ankara Üniversitesi İlef Dergisi. 2022;9(1):31-56. doi:10.24955/ilef.1112405

Chicago

Akmeraner, Yeşim. 2022. “Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners”. Ankara Üniversitesi İlef Dergisi 9 (1): 31-56. https://doi.org/10.24955/ilef.1112405.

EndNote

Akmeraner Y (May 1, 2022) Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners. Ankara Üniversitesi İlef Dergisi 9 1 31–56.

IEEE

[1]Y. Akmeraner, “Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners”, Ankara Üniversitesi İlef Dergisi, vol. 9, no. 1, pp. 31–56, May 2022, doi: 10.24955/ilef.1112405.

ISNAD

Akmeraner, Yeşim. “Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners”. Ankara Üniversitesi İlef Dergisi 9/1 (May 1, 2022): 31-56. https://doi.org/10.24955/ilef.1112405.

JAMA

1.Akmeraner Y. Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners. Ankara Üniversitesi İlef Dergisi. 2022;9:31–56.

MLA

Akmeraner, Yeşim. “Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners”. Ankara Üniversitesi İlef Dergisi, vol. 9, no. 1, May 2022, pp. 31-56, doi:10.24955/ilef.1112405.

Vancouver

1.Yeşim Akmeraner. Back to Media Work in a Data-Driven Market: Re-Thinking the Labor of Advertising Practitioners. Ankara Üniversitesi İlef Dergisi. 2022 May 1;9(1):31-56. doi:10.24955/ilef.1112405

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

Veri Odaklı Piyasada Medyada Çalışma: Reklam Profesyonellerinin Emeğini Yeniden Düşünmek

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

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