Review
BibTex RIS Cite

Veri Odaklı Piyasada Medyada Çalışma: Reklam Profesyonellerinin Emeğini Yeniden Düşünmek

Year 2022, , 31 - 56, 25.05.2022

Yeşim Akmeraner

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

Abstract

References

  • Anderson, Chris W. 2011. “Between Creative and Quantified Audiences: Web Metrics and Changing Patterns of Newswork in Local US Newsrooms.” Journalism 12 (5): 550-566. https://doi.org/10.1177/1464884911402451.
  • Aires, Susana. 2020. “Labored Identity: An Analysis of User Branding Practices on Instagram.” Triple C: Communication, Capitalism & Critique 18 (1): 494-507. https://doi.org/10.31269/triplec.v18i1.1142 .
  • Andrejevic, Mark. 2012. “Exploitation in the Data Mine.” In Internet and Surveillance: The Challenges of Web 2.0 and Social Media, edited by Christian Fuchs, Kees Boersma, Anders Albrechtslund and Marisol Sandoval, 71-88. New York: Routledge.
  • Andrejevic, Mark and Kelly Gates. 2014. “Big Data Surveillance: Introduction.” Surveillance & Society 12 (2): 185-196.
  • Arvidsson, Adam. 2005. “Brands: A Critical Perspective.” Journal of Consumer Culture 5 (2): 235–258. https://doi.org/10.1177/1469540505053093.
  • Arvidsson, Adam. 2007. “Creative Class or Administrative Class? On Advertising and the ‘Underground’.” Ephemera Theory & Politics in Organization 7 (1): 8-23.
  • Atıcı, Selim Gökçe. 2016. “Post-Fordist Affects, Times, and Images: An Ethnography of Circulation in a Digital Advertising Agency in Istanbul.” Master’s diss., Boğaziçi University.
  • Beer, David. 2009. “Power Through the Algorithm? Participatory Web Cultures and the Technological Unconscious.” New Media & Society 11 (6): 985-1002. https://doi.org/10.1177/1461444809336551.
  • Bollier, David. 2010. The Promise and Peril of Big Data. Washington, DC: The Aspen Institute.
  • Boutang, Yann Moulier. 2011. Cognitive Capitalism. Translated by Ed Emery. Cambridge: Polity Press.
  • Carah, Nicholas. 2017. “Algorithmic Brands: A Decade of Brand Experiments with Mobile and Social Media.” New Media & Society 19 (3): 384–400. https://doi.org/10."1177/1461444815605463.
  • Carlson, Matt. 2014. “The Robotic Reporter.” Digital Journalism 3 (3): 416-431. https://doi.org/10.1080/21670811.2014.976412.
  • Castells, Manuel. 2010. The Information Age: Economy, Society and Culture. Volume I The Rise of the Network Society. 2nd ed. West Sussex: Wiley-Blackwell.
  • Chen, Gang, Peihong Xie, Jing Dong and Tianfu Wang. 2019. “Understanding Programmatic Creative: The Role of AI.” Journal of Advertising 48 (4): 347-355.
  • Chan, Lik Sam. 2017. “Cultivation and Erosion of Creative Identity: A Hong Kong Advertising Agency as Case Study.” Continuum 31 (2): 325-335. https://doi.org/10.1080/10304312.2016.1257696
  • Chen, Huan and Liling Zhou. 2018. “The Myth of Big Data: Chinese Advertising Practitioners’ Perspective.” International Journal of Advertising 37 (4): 633-649. https://doi.org/10.1080/02650487.2017.1340865.
  • Couldry, Nick. 2017. “The Myth of Big Data.” In the Datafied Society Studying Culture Through Data, edited by Mirko Tobias Schäfer and Karin van Es, 235-239. Amsterdam: Amsterdam University Press.
  • Couldry, Nick and Ulises Ali Mejias. 2019. The Costs of Connection: How Data Is Colonizing Human Life and Appropriating It for Capitalism. Stanford: Stanford University Press.
  • de Peuter, Greig. 2011. “Creative Economy and Labor Precarity: A Contested Convergence.” Journal of Communication Inquiry 35 (4): 417–425. https://doi.org/10.1177/0196859911416362.
  • Deighton, John A. 2017. “Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies.” Journal of Advertising Research 57 (4): 357–361. https://doi.org/10.2501/JAR-2017-045.
  • Deuze, Mark. 2007. Media Work. Cambridge: Polity Press.
  • Dyer-Witheford, Nick. 1999. Cyber-Marx: Cycles and Circuits of Struggle in High Technology Capitalism. Illinois: University of Illinois Press.
  • Elefante, Phoebe Harris and Mark Deuze. 2012. “Media work, career management, and professional identity: Living labor precarity.” Northern Lights 10 (1): 9–24. https://doi.org/10.1386/nl.10.1.9_1.
  • Erevelles, Sunil, Nobuyuki Fukawa, and Linda Swayne. 2016. “Big Data Consumer Analytics and the Transformation of Marketing.” Journal of Business Research 69 (2): 897-904. https://doi.org/10.1016/j.jbusres.2015.07.001.
  • Fisher, Eran. 2012. “How Less Alienation Creates More Exploitation? Audience Labor on Social Network Sites.” tripleC: Communication, Capitalism & Critique, 10 (2): 171-183. https://doi.org/10.31269/triplec.v10i2.392.
  • Florida, Richard. 2012. The Rise of the Creative Class, Revisited. New York: Basic Books.
  • Fuchs, Christian. 2012a. “Google Capitalism.” tripleC: Communication, Capitalism & Critique, 10 (1): 42-48. https://doi.org/10.31269/triplec.v10i1.304.
  • Fuchs, Christian. 2012b. “Dallas Smythe Today - The Audience Commodity, the Digital Labour Debate, Marxist Political Economy and Critical Theory. Prolegomena to a Digital Labour Theory of Value.” tripleC: Communication, Capitalism & Critique, 10(2): 692-740. DOI: https://doi.org/10.31269/triplec.v10i2.443
  • Fuchs, Christian. 2014a. Digital Labor and Karl Marx. New York: Routledge.
  • Fuchs, Christian. 2014b. “Digital Presumption Labor on Social Media in the Context of the Capitalist Regime of Time.” Time & Society 23 (1): 97–123. https://doi.org/10.1177/0961463X13502117.
  • Fuchs, Christian. 2018. The Online Advertising Tax: A Digital Policy Innovation. London: University of Westminster Press.
  • Fuchs, Christian, Kees Boersma, Anders Albrechtslund, and Marisol Sandoval. 2012. Internet and Surveillance the Challenges of Web 2.0 and Social Media. New York: Routledge.
  • Fuchs, Christian and David Chandler. 2019. “Introduction Big Data Capitalism - Politics, Activism, and Theory.” In Digital Objects, Digital Subjects: Interdisciplinary Perspectives on Capitalism, Labor and Politics in the Age of Big Data, edited by David Chandler and Christian Fuchs, 1–20. London: University of Westminster Press.
  • Fuchs, Christian and Sebastian Sevignani. 2013. “What is Digital Labor? What is Digital Work? What’s Their Difference? And Why Do These Questions Matter for Understanding Social Media?.” tripleC: Communication, Capitalism & Critique 11 (2): 237-293. https://doi.org/10.31269/triplec.v11i2.461.
  • Fulgoni, Gian. 2013. “Big Data: Friend or Foe of Digital Advertising?.” Journal of Advertising Research 53 (4): 372-376. https://doi.org/10.2501/JAR-53-4-372-376.
  • Gandini, Alessandro. 2016. “Digital Work: Self-Branding and Social Capital in the Freelance Knowledge Economy.” Marketing Theory 16 (1): 123–141. https://doi.org/10.1177/1470593115607942.
  • Gill, Rosalin and Andy Pratt. 2008. “In the Social Factory? Immaterial Labor, Precariousness and Cultural Work.” Theory, Culture & Society 25 (7-8): 1-30. https://doi.org/10.1177/0263276408097794.
  • Gorz, Andre. 2011. Maddesiz: Bilgi Değer ve Sermaye. Translated by Işık Ergüden. İstanbul: Ayrıntı.
  • Grether, Mark. 2016. “Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?.” Online Advertising 8 (2): 39-43. https://doi.org/10.1515/gfkmir-2016-0014
  • Hardt, Michael. 1999. “Affective Labor.” boundary 2, 26 (2): 89-100.
  • Hardt, Michael. 2008. “Introduction: Language at Work.” In Capital and Language: From the New Economy to the War Economy”, edited by Christian Marazzi, 7-11. Los Angeles: Semiotext(e).
  • Hardt, Michael and Antonio Negri. 2004. Multitude: War and Democracy in the Age of Empire. New York: The Penguin Press.
  • Harris, Jeff. 2014. “Big Data Needs Big Creative.” NZ Marketing Magazine, July/August 2014.
  • Hesmondhalgh, David. 2010. “User-Generated Content, Free Labor and The Cultural Industries.” Ephemera 10 (3/4): 267-284.
  • Hesmondhalgh, David and Sarah Baker. 2010. “A Very Complicated Version of Freedom: Conditions and Experiences of Creative Labor in Three Cultural Industries.” Poetics, 38 (1): 4-20. https://doi.org/10.1016/j.poetic.2009.10.001.
  • Hesmondhalgh, David and Sarah Baker. 2011. Creative Labor: Media Work in Three Cultural Industries. Oxon: Routledge.
  • Jhally, Sut. 1982. “Probing the Blindspot: The Audience Commodity.” Canadian Journal of Political and Social Theory 6 (1-2): 204-210.
  • Jhally, Sut and Bill Livant. 1986. “Watching as Working: The Valorization of Audience Consciousness.” Journal of Communication 36 (3): 124-143.
  • Kıyan, Zafer (2015). "Eski(meyen) Bir Tartışma: İzleyici Metası." Akdeniz Üniversitesi İletişim Fakültesi Dergisi 24: 230-255.
  • Kietzmann, Jan, Jeannette Paschen and Emily Treen. 2018. “Artificial Intelligence in Advertising How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey.” Journal of Advertising Research 58 (3): 263-267. https://doi.org/10.2501/JAR-2018-035.
  • Kitchin, Rob. 2014. The Data Revolution: Big Data, Open Data, Data Infrastructures & Their Consequences. London: Sage.
  • Lazzarato, Maurizio. 1996. “Immaterial Labor.” In Radical Thought in Italy: A Potential Politics, edited by Paolo Virno and Michael Hardt, 133-150. Minneapolis: University of Minnesota Press.
  • Lee, Pui Yuen and Kung Wong Lau. 2018. “A New Triadic Creative Role for Advertising Industry: A Study of Creatives’ Role Identity in the Rise of Social Media Advertising.” Creative Industries Journal 11 (2): 137-157. https://doi.org/10.1080/17510694.2018.1434362.
  • Lee, Pui Yuen and Kung Wong Lau. 2019. “From an “Idea Generator” to a “Solution Facilitator”: A Study of the Changing Roles of Advertising Professionals in the Social Media Marketing Era.” Career Development International 24 (1): 2-17. https://doi.org/10.1108/CDI-03-2018-0080.
  • Livant, Bill. 1982. “Working at Watching: A Reply to Sut Jhally.” Canadian Journal of Political and Social Theory 6 (1-2): 211-215.
  • Lohr, Steve. 2015. Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else. New York: Harper-Collins.
  • Lovink, Geert and Ned Rossiter. 2007. My Creativity Reader: A Critique of Creative Industries. Amsterdam: Institute of Network Cultures.
  • Mager, Astrid. 2012. “Algorithmic Ideology. How Capitalist Society Shapes Search Engines. Information.” Communication & Society 15 (5): 769-787. https://doi.org/10.1080/1369118X.2012.676056.
  • Malefyt, Timothy de Waal and Brian Moeran. 2003. Advertising Cultures. Oxford: Routledge.
  • Manovich, Lev. 2012. “Trending: The Promises and the Challenges of Big Social Data.” In Debates in The Digital Humanities, edited by Matthew K. Gold, 460-475. Minneapolis, University of Minnesota Press.
  • Manovich, Lev. 2013. Software Takes Command. New York: Bloomsbury.
  • Marazzi, Christian. 2017. Sermaye ve Duygular: Çorapların Yeri. Translated by Münevver Çelik. Istanbul: Otonom.
  • Marazzi, Christian. 2008. Capital and Language: From the New Economy to the War Economy. Los Angeles: Semiotext(e).
  • Mayer-Schönberger, Viktor and Kenneth Cukier. 2013. Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt.
  • Mazzarella, William. 2003. “Critical Publicity/Public Criticism: Reflections on Fieldwork in the Bombay Ad World.” In Advertising Cultures, edited by Timothy de Waal Malefyt and Brian Moeran, 55-76. Oxford: Routledge.
  • McStay, Andrew. 2011. The Mood of Information: A Critique of Online Behavioural Advertising. New York: Continuum.
  • Moeran, Brian. 2009. “The Organization of Creativity in Japanese Advertising Production.” Human Relations 62 (7): 963–985. https://doi.org/10.1177/0018726709335541.
  • Molla, Rani. 2017. “Google Leads the World in Digital and Mobile Ad Revenue.”, Vox, July 24, 2017. https://www.vox.com/2017/7/24/16020330/google-digital-mobile-ad-revenue-world-leader-facebook-growth.
  • Napoli, Philip M. 2014. “Automated Media: An Institutional Theory Perspective on Algorithmic Media Production and Consumption.” Communication Theory 24: 340-360. https://doi.org/10.1111/comt.12039.
  • Negri, Antonio. 2019. “The Appropriation of Fixed Capital: A Metaphor?.” In Digital Objects, Digital Subjects: Interdisciplinary Perspectives on Capitalism, Labor and Politics in the Age of Big Data, edited by David Chandler and Christian Fuchs, 205–214. London: University of Westminster Press.
  • Neumann, Nico. 2016. “The Power of Big Data and Algorithms for Advertising and Customer Communication.” International Workshop on Big Data and Information Security (IWBIS), 13-14. https://doi.org/10.1109/IWBIS.2016.7872882.
  • Örnebring, Henrik. 2010. “Technology and Journalism-as-labor: Historical Perspectives.” Journalism 11 (1): 57-74. https://doi.org/10.1177/1464884909350644 .
  • Pasquinelli, Matteo. 2015. “Italian Operaismo and the Information Machine.” Theory, Culture & Society 32 (3): 49–68. https://doi.org/10.1177/0263276413514117.
  • Sylvain Parasie and Eric Dagiral. 2012. “Data-driven journalism and the public good: “Computer-assisted-reporters” and “programmer-journalists” in Chicago.” New Media & Society 15 (6): 853-871. https://doi.org/10.1177/1461444812463345.
  • Peters, Michael A., Rodrigo Britez and Ergin Bulut. 2009. “Cybernetic Capitalism, Informationalism and Cognitive Labor.” Geopolitics, History and International Relations 1 (2): 11- 40.
  • Ross, Andrew. 2009. Nice Work If You Can Get It: Life and Labor in Precarious Times. New York: New York University Press.
  • Scholz, Trebor. 2013. Digital Labor the Internet as Playground and Factory. New York: Routledge.
  • Smythe, Dallas Walker. 1977. "Communications: Blindspot Of Western Marxism." Canadian Journal of Political and Society Theory 1(3): 1–28.
  • Terranova, Tiziana. 2013. “Free Labor.” In Digital Labor the Internet as Playground and Factory, edited by Trebor Scholz, 33-57. New York: Routledge.
  • Turow, Joseph. 2011. The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth. New Haven: Yale University Press.
  • Turow, Joseph and Nick Couldry. 2018. “Media as Data Extraction: Towards a New Map of a Transformed Communications Field.” Journal of Communication 68 (2): 267-277.
  • Van Dalen, Arjen. 2012. “The Algorithms Behind the Headlines: How machine-written News Redefines the Core Skills of Human Journalists.” Journalism Practice 5 (6): 648-658. http://dx.doi.org/10.1080/17512786.2012.667268.
  • van Dijck, José. 2014. “Datafication, Dataism and Dataveillance: Big Data Between Scientific Paradigm and Ideology.” Surveillance & Society 12 (2): 197-208. https://doi.org/10.24908/ss.v12i2.4776.
  • Vercellone, C. 2015. “Bilişsel Kapitalizm Varsayımına Dair Marksist Bir Okumanın Unsurları.” Translated by Durdu Kundakçı. In Bilişsel Kapitalizm Post-Fordist Dönemde Bilgi ve Finans, edited by Carlo Vercellone, 41-60. Istanbul: Otonom Yayıncılık.
  • Virno, Paolo. 1996. “Virtuosity and Revolution: The Political Theory of Exodus.” In Radical Thought in Italy, edited by Paolo Virno and Michael Hardt, 189-212. Minneapolis: University of Minnesota Press.
  • Virno, Paolo. 2004. A Grammar of Multitude: For an Analysis of Contemporary Forms of Life. Los Angeles: Semiotext(e).
  • Virno, Paolo. 2007. “General Intellect.” Historical Materialism 15 (3): 3–8. https://doi.org/10.1163/156920607X225843.
  • Zuboff, Shoshana. 2015. “Surveillance Capitalism.” Journal of Information Technology 30: 75–89. https://doi.org/10.1057/jit.2015.5.

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

Year 2022, , 31 - 56, 25.05.2022

Yeşim Akmeraner

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

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

Advertising Practitioners Immaterial Labour Big Data Media Work Autonomist Marxism

References

  • Anderson, Chris W. 2011. “Between Creative and Quantified Audiences: Web Metrics and Changing Patterns of Newswork in Local US Newsrooms.” Journalism 12 (5): 550-566. https://doi.org/10.1177/1464884911402451.
  • Aires, Susana. 2020. “Labored Identity: An Analysis of User Branding Practices on Instagram.” Triple C: Communication, Capitalism & Critique 18 (1): 494-507. https://doi.org/10.31269/triplec.v18i1.1142 .
  • Andrejevic, Mark. 2012. “Exploitation in the Data Mine.” In Internet and Surveillance: The Challenges of Web 2.0 and Social Media, edited by Christian Fuchs, Kees Boersma, Anders Albrechtslund and Marisol Sandoval, 71-88. New York: Routledge.
  • Andrejevic, Mark and Kelly Gates. 2014. “Big Data Surveillance: Introduction.” Surveillance & Society 12 (2): 185-196.
  • Arvidsson, Adam. 2005. “Brands: A Critical Perspective.” Journal of Consumer Culture 5 (2): 235–258. https://doi.org/10.1177/1469540505053093.
  • Arvidsson, Adam. 2007. “Creative Class or Administrative Class? On Advertising and the ‘Underground’.” Ephemera Theory & Politics in Organization 7 (1): 8-23.
  • Atıcı, Selim Gökçe. 2016. “Post-Fordist Affects, Times, and Images: An Ethnography of Circulation in a Digital Advertising Agency in Istanbul.” Master’s diss., Boğaziçi University.
  • Beer, David. 2009. “Power Through the Algorithm? Participatory Web Cultures and the Technological Unconscious.” New Media & Society 11 (6): 985-1002. https://doi.org/10.1177/1461444809336551.
  • Bollier, David. 2010. The Promise and Peril of Big Data. Washington, DC: The Aspen Institute.
  • Boutang, Yann Moulier. 2011. Cognitive Capitalism. Translated by Ed Emery. Cambridge: Polity Press.
  • Carah, Nicholas. 2017. “Algorithmic Brands: A Decade of Brand Experiments with Mobile and Social Media.” New Media & Society 19 (3): 384–400. https://doi.org/10."1177/1461444815605463.
  • Carlson, Matt. 2014. “The Robotic Reporter.” Digital Journalism 3 (3): 416-431. https://doi.org/10.1080/21670811.2014.976412.
  • Castells, Manuel. 2010. The Information Age: Economy, Society and Culture. Volume I The Rise of the Network Society. 2nd ed. West Sussex: Wiley-Blackwell.
  • Chen, Gang, Peihong Xie, Jing Dong and Tianfu Wang. 2019. “Understanding Programmatic Creative: The Role of AI.” Journal of Advertising 48 (4): 347-355.
  • Chan, Lik Sam. 2017. “Cultivation and Erosion of Creative Identity: A Hong Kong Advertising Agency as Case Study.” Continuum 31 (2): 325-335. https://doi.org/10.1080/10304312.2016.1257696
  • Chen, Huan and Liling Zhou. 2018. “The Myth of Big Data: Chinese Advertising Practitioners’ Perspective.” International Journal of Advertising 37 (4): 633-649. https://doi.org/10.1080/02650487.2017.1340865.
  • Couldry, Nick. 2017. “The Myth of Big Data.” In the Datafied Society Studying Culture Through Data, edited by Mirko Tobias Schäfer and Karin van Es, 235-239. Amsterdam: Amsterdam University Press.
  • Couldry, Nick and Ulises Ali Mejias. 2019. The Costs of Connection: How Data Is Colonizing Human Life and Appropriating It for Capitalism. Stanford: Stanford University Press.
  • de Peuter, Greig. 2011. “Creative Economy and Labor Precarity: A Contested Convergence.” Journal of Communication Inquiry 35 (4): 417–425. https://doi.org/10.1177/0196859911416362.
  • Deighton, John A. 2017. “Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies.” Journal of Advertising Research 57 (4): 357–361. https://doi.org/10.2501/JAR-2017-045.
  • Deuze, Mark. 2007. Media Work. Cambridge: Polity Press.
  • Dyer-Witheford, Nick. 1999. Cyber-Marx: Cycles and Circuits of Struggle in High Technology Capitalism. Illinois: University of Illinois Press.
  • Elefante, Phoebe Harris and Mark Deuze. 2012. “Media work, career management, and professional identity: Living labor precarity.” Northern Lights 10 (1): 9–24. https://doi.org/10.1386/nl.10.1.9_1.
  • Erevelles, Sunil, Nobuyuki Fukawa, and Linda Swayne. 2016. “Big Data Consumer Analytics and the Transformation of Marketing.” Journal of Business Research 69 (2): 897-904. https://doi.org/10.1016/j.jbusres.2015.07.001.
  • Fisher, Eran. 2012. “How Less Alienation Creates More Exploitation? Audience Labor on Social Network Sites.” tripleC: Communication, Capitalism & Critique, 10 (2): 171-183. https://doi.org/10.31269/triplec.v10i2.392.
  • Florida, Richard. 2012. The Rise of the Creative Class, Revisited. New York: Basic Books.
  • Fuchs, Christian. 2012a. “Google Capitalism.” tripleC: Communication, Capitalism & Critique, 10 (1): 42-48. https://doi.org/10.31269/triplec.v10i1.304.
  • Fuchs, Christian. 2012b. “Dallas Smythe Today - The Audience Commodity, the Digital Labour Debate, Marxist Political Economy and Critical Theory. Prolegomena to a Digital Labour Theory of Value.” tripleC: Communication, Capitalism & Critique, 10(2): 692-740. DOI: https://doi.org/10.31269/triplec.v10i2.443
  • Fuchs, Christian. 2014a. Digital Labor and Karl Marx. New York: Routledge.
  • Fuchs, Christian. 2014b. “Digital Presumption Labor on Social Media in the Context of the Capitalist Regime of Time.” Time & Society 23 (1): 97–123. https://doi.org/10.1177/0961463X13502117.
  • Fuchs, Christian. 2018. The Online Advertising Tax: A Digital Policy Innovation. London: University of Westminster Press.
  • Fuchs, Christian, Kees Boersma, Anders Albrechtslund, and Marisol Sandoval. 2012. Internet and Surveillance the Challenges of Web 2.0 and Social Media. New York: Routledge.
  • Fuchs, Christian and David Chandler. 2019. “Introduction Big Data Capitalism - Politics, Activism, and Theory.” In Digital Objects, Digital Subjects: Interdisciplinary Perspectives on Capitalism, Labor and Politics in the Age of Big Data, edited by David Chandler and Christian Fuchs, 1–20. London: University of Westminster Press.
  • Fuchs, Christian and Sebastian Sevignani. 2013. “What is Digital Labor? What is Digital Work? What’s Their Difference? And Why Do These Questions Matter for Understanding Social Media?.” tripleC: Communication, Capitalism & Critique 11 (2): 237-293. https://doi.org/10.31269/triplec.v11i2.461.
  • Fulgoni, Gian. 2013. “Big Data: Friend or Foe of Digital Advertising?.” Journal of Advertising Research 53 (4): 372-376. https://doi.org/10.2501/JAR-53-4-372-376.
  • Gandini, Alessandro. 2016. “Digital Work: Self-Branding and Social Capital in the Freelance Knowledge Economy.” Marketing Theory 16 (1): 123–141. https://doi.org/10.1177/1470593115607942.
  • Gill, Rosalin and Andy Pratt. 2008. “In the Social Factory? Immaterial Labor, Precariousness and Cultural Work.” Theory, Culture & Society 25 (7-8): 1-30. https://doi.org/10.1177/0263276408097794.
  • Gorz, Andre. 2011. Maddesiz: Bilgi Değer ve Sermaye. Translated by Işık Ergüden. İstanbul: Ayrıntı.
  • Grether, Mark. 2016. “Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?.” Online Advertising 8 (2): 39-43. https://doi.org/10.1515/gfkmir-2016-0014
  • Hardt, Michael. 1999. “Affective Labor.” boundary 2, 26 (2): 89-100.
  • Hardt, Michael. 2008. “Introduction: Language at Work.” In Capital and Language: From the New Economy to the War Economy”, edited by Christian Marazzi, 7-11. Los Angeles: Semiotext(e).
  • Hardt, Michael and Antonio Negri. 2004. Multitude: War and Democracy in the Age of Empire. New York: The Penguin Press.
  • Harris, Jeff. 2014. “Big Data Needs Big Creative.” NZ Marketing Magazine, July/August 2014.
  • Hesmondhalgh, David. 2010. “User-Generated Content, Free Labor and The Cultural Industries.” Ephemera 10 (3/4): 267-284.
  • Hesmondhalgh, David and Sarah Baker. 2010. “A Very Complicated Version of Freedom: Conditions and Experiences of Creative Labor in Three Cultural Industries.” Poetics, 38 (1): 4-20. https://doi.org/10.1016/j.poetic.2009.10.001.
  • Hesmondhalgh, David and Sarah Baker. 2011. Creative Labor: Media Work in Three Cultural Industries. Oxon: Routledge.
  • Jhally, Sut. 1982. “Probing the Blindspot: The Audience Commodity.” Canadian Journal of Political and Social Theory 6 (1-2): 204-210.
  • Jhally, Sut and Bill Livant. 1986. “Watching as Working: The Valorization of Audience Consciousness.” Journal of Communication 36 (3): 124-143.
  • Kıyan, Zafer (2015). "Eski(meyen) Bir Tartışma: İzleyici Metası." Akdeniz Üniversitesi İletişim Fakültesi Dergisi 24: 230-255.
  • Kietzmann, Jan, Jeannette Paschen and Emily Treen. 2018. “Artificial Intelligence in Advertising How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey.” Journal of Advertising Research 58 (3): 263-267. https://doi.org/10.2501/JAR-2018-035.
  • Kitchin, Rob. 2014. The Data Revolution: Big Data, Open Data, Data Infrastructures & Their Consequences. London: Sage.
  • Lazzarato, Maurizio. 1996. “Immaterial Labor.” In Radical Thought in Italy: A Potential Politics, edited by Paolo Virno and Michael Hardt, 133-150. Minneapolis: University of Minnesota Press.
  • Lee, Pui Yuen and Kung Wong Lau. 2018. “A New Triadic Creative Role for Advertising Industry: A Study of Creatives’ Role Identity in the Rise of Social Media Advertising.” Creative Industries Journal 11 (2): 137-157. https://doi.org/10.1080/17510694.2018.1434362.
  • Lee, Pui Yuen and Kung Wong Lau. 2019. “From an “Idea Generator” to a “Solution Facilitator”: A Study of the Changing Roles of Advertising Professionals in the Social Media Marketing Era.” Career Development International 24 (1): 2-17. https://doi.org/10.1108/CDI-03-2018-0080.
  • Livant, Bill. 1982. “Working at Watching: A Reply to Sut Jhally.” Canadian Journal of Political and Social Theory 6 (1-2): 211-215.
  • Lohr, Steve. 2015. Data-ism: The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else. New York: Harper-Collins.
  • Lovink, Geert and Ned Rossiter. 2007. My Creativity Reader: A Critique of Creative Industries. Amsterdam: Institute of Network Cultures.
  • Mager, Astrid. 2012. “Algorithmic Ideology. How Capitalist Society Shapes Search Engines. Information.” Communication & Society 15 (5): 769-787. https://doi.org/10.1080/1369118X.2012.676056.
  • Malefyt, Timothy de Waal and Brian Moeran. 2003. Advertising Cultures. Oxford: Routledge.
  • Manovich, Lev. 2012. “Trending: The Promises and the Challenges of Big Social Data.” In Debates in The Digital Humanities, edited by Matthew K. Gold, 460-475. Minneapolis, University of Minnesota Press.
  • Manovich, Lev. 2013. Software Takes Command. New York: Bloomsbury.
  • Marazzi, Christian. 2017. Sermaye ve Duygular: Çorapların Yeri. Translated by Münevver Çelik. Istanbul: Otonom.
  • Marazzi, Christian. 2008. Capital and Language: From the New Economy to the War Economy. Los Angeles: Semiotext(e).
  • Mayer-Schönberger, Viktor and Kenneth Cukier. 2013. Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt.
  • Mazzarella, William. 2003. “Critical Publicity/Public Criticism: Reflections on Fieldwork in the Bombay Ad World.” In Advertising Cultures, edited by Timothy de Waal Malefyt and Brian Moeran, 55-76. Oxford: Routledge.
  • McStay, Andrew. 2011. The Mood of Information: A Critique of Online Behavioural Advertising. New York: Continuum.
  • Moeran, Brian. 2009. “The Organization of Creativity in Japanese Advertising Production.” Human Relations 62 (7): 963–985. https://doi.org/10.1177/0018726709335541.
  • Molla, Rani. 2017. “Google Leads the World in Digital and Mobile Ad Revenue.”, Vox, July 24, 2017. https://www.vox.com/2017/7/24/16020330/google-digital-mobile-ad-revenue-world-leader-facebook-growth.
  • Napoli, Philip M. 2014. “Automated Media: An Institutional Theory Perspective on Algorithmic Media Production and Consumption.” Communication Theory 24: 340-360. https://doi.org/10.1111/comt.12039.
  • Negri, Antonio. 2019. “The Appropriation of Fixed Capital: A Metaphor?.” In Digital Objects, Digital Subjects: Interdisciplinary Perspectives on Capitalism, Labor and Politics in the Age of Big Data, edited by David Chandler and Christian Fuchs, 205–214. London: University of Westminster Press.
  • Neumann, Nico. 2016. “The Power of Big Data and Algorithms for Advertising and Customer Communication.” International Workshop on Big Data and Information Security (IWBIS), 13-14. https://doi.org/10.1109/IWBIS.2016.7872882.
  • Örnebring, Henrik. 2010. “Technology and Journalism-as-labor: Historical Perspectives.” Journalism 11 (1): 57-74. https://doi.org/10.1177/1464884909350644 .
  • Pasquinelli, Matteo. 2015. “Italian Operaismo and the Information Machine.” Theory, Culture & Society 32 (3): 49–68. https://doi.org/10.1177/0263276413514117.
  • Sylvain Parasie and Eric Dagiral. 2012. “Data-driven journalism and the public good: “Computer-assisted-reporters” and “programmer-journalists” in Chicago.” New Media & Society 15 (6): 853-871. https://doi.org/10.1177/1461444812463345.
  • Peters, Michael A., Rodrigo Britez and Ergin Bulut. 2009. “Cybernetic Capitalism, Informationalism and Cognitive Labor.” Geopolitics, History and International Relations 1 (2): 11- 40.
  • Ross, Andrew. 2009. Nice Work If You Can Get It: Life and Labor in Precarious Times. New York: New York University Press.
  • Scholz, Trebor. 2013. Digital Labor the Internet as Playground and Factory. New York: Routledge.
  • Smythe, Dallas Walker. 1977. "Communications: Blindspot Of Western Marxism." Canadian Journal of Political and Society Theory 1(3): 1–28.
  • Terranova, Tiziana. 2013. “Free Labor.” In Digital Labor the Internet as Playground and Factory, edited by Trebor Scholz, 33-57. New York: Routledge.
  • Turow, Joseph. 2011. The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth. New Haven: Yale University Press.
  • Turow, Joseph and Nick Couldry. 2018. “Media as Data Extraction: Towards a New Map of a Transformed Communications Field.” Journal of Communication 68 (2): 267-277.
  • Van Dalen, Arjen. 2012. “The Algorithms Behind the Headlines: How machine-written News Redefines the Core Skills of Human Journalists.” Journalism Practice 5 (6): 648-658. http://dx.doi.org/10.1080/17512786.2012.667268.
  • van Dijck, José. 2014. “Datafication, Dataism and Dataveillance: Big Data Between Scientific Paradigm and Ideology.” Surveillance & Society 12 (2): 197-208. https://doi.org/10.24908/ss.v12i2.4776.
  • Vercellone, C. 2015. “Bilişsel Kapitalizm Varsayımına Dair Marksist Bir Okumanın Unsurları.” Translated by Durdu Kundakçı. In Bilişsel Kapitalizm Post-Fordist Dönemde Bilgi ve Finans, edited by Carlo Vercellone, 41-60. Istanbul: Otonom Yayıncılık.
  • Virno, Paolo. 1996. “Virtuosity and Revolution: The Political Theory of Exodus.” In Radical Thought in Italy, edited by Paolo Virno and Michael Hardt, 189-212. Minneapolis: University of Minnesota Press.
  • Virno, Paolo. 2004. A Grammar of Multitude: For an Analysis of Contemporary Forms of Life. Los Angeles: Semiotext(e).
  • Virno, Paolo. 2007. “General Intellect.” Historical Materialism 15 (3): 3–8. https://doi.org/10.1163/156920607X225843.
  • Zuboff, Shoshana. 2015. “Surveillance Capitalism.” Journal of Information Technology 30: 75–89. https://doi.org/10.1057/jit.2015.5.
There are 88 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Yeşim Akmeraner 0000-0002-6260-2811

Publication Date May 25, 2022
Published in Issue Year 2022

Cite

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