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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Derleme

Yazarlar

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

Yayımlanma Tarihi

25 Mayıs 2022

Gönderilme Tarihi

18 Şubat 2021

Kabul Tarihi

16 Ağustos 2021

Yayımlandığı Sayı

Yıl 2022 Cilt: 9 Sayı: 1

DOI

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

IZ

https://izlik.org/JA77KD58LX

Kaynak Göster

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 (01 Mayıs 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, c. 9, sy 1, ss. 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 (01 Mayıs 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, c. 9, sy 1, Mayıs 2022, ss. 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. 01 Mayıs 2022;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

Öz

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

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster