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From ad-man to digi...
From ad-man to digital manager Professionalization through Swedish job advertisements 1960-2010
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- Rosén, Maria (författare)
- Lund University,Lunds universitet,Institutionen för strategisk kommunikation,Samhällsvetenskapliga institutioner och centrumbildningar,Samhällsvetenskapliga fakulteten,Department of Strategic Communication,Departments of Administrative, Economic and Social Sciences,Faculty of Social Sciences
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(creator_code:org_t)
- 2014
- 2014
- Engelska.
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Ingår i: Journal of Communication Management. - 1363-254X. ; 18:1, s. 16-39
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Abstract
Ämnesord
Stäng
- Purpose – The purpose of this paper is to describe and analyze changes in the descriptions and requirements of professional communicators in Swedish job advertisements between 1960 and 2010. Design/methodology/approach – Through a quantitative content analysis, this study approaches organizational requirement information in order to better understand changes in the description of the ideal candidate and professionalization. Findings – The results show that job titles have gradually become more specified and strategically orientated. Tactical qualifications dominated the first decades but operational and strategic skills were increasingly required in the material over the last two decades. Researchlimitations/implications – Even if job advertisements could expose the historical changes in expectations and demands on communicational professional practitioners, further studies could entail complementary material such as interviews with senior communications managers and headhunters. Practical implications – In order to be legitimized as a field of profession, scholars, teachers and practitioners need to create ideals and ideologies that can justify and defend business and education. This paper stimulates practitioners to reflect critically on such issues. Originality/value – The key contribution of this paper is to explicate how the image of communication practice and the demands on communication practitioners have changed during the last 50 years. Keywords Strategic communication, Historical study, Job advertisements, Professional communicators Paper type Case study
Ämnesord
- SAMHÄLLSVETENSKAP -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)
- SOCIAL SCIENCES -- Media and Communications -- Communication Studies (hsv//eng)
Nyckelord
- historical study
- job advertisements
- Professional communicators
- strategic communication
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
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