YEŞİM AKMERANER KÖKAT

Veri Odaklı Piyasada Medyada Çalışma Reklam Profesyonellerinin Emeğini Yeniden Düşünmek

Endüstri çevreleri, reklam üretiminin odağının reklam profesyonellerin yaratıcılığından tüketici analitiğine ve büyük verinin potansiyel avantajlarına kaydığını iddia etmektedir. Sınırlı ampirik araştırma, reklam profesyonellerinin değişen rolü hakkında önemli bulgular ortaya koysa da, bu bulguları toplumsal bağlamına oturtmak için gereken eleştirel perspektiften yoksundurlar. Öte yandan, dijital emek ve markalaşma literatürü kullanıcı emeğine fazla odaklanmakta ve reklam üretimindeki formel emeğin rolünü ihmal etmektedir. Bu makale, reklamcılık profesyonellerinin veriye dayalı piyasadaki deneyimlerine ilişkin pazarlama-reklam literatürünün anaakım bulgularını, maddi olmayan emek kavramını kullanarak emeğin post-Fordist dönüşümü bağlamında değerlendirmektedir. Makalenin amacı maddi olmayan emek teorileri ile reklam literatürü arasında bir etkileşim yaratmak ve emek perspektifinden gerçekleştirilecek ampirik araştırmalara çağrı yapmaktır. Reklam profesyonellerinin veri odaklı bir pazarı yönetmek için daha fazla iletişimsel, stratejik ve ilişkisel yetilerini işe koştuğu savunulmaktadır.

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

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.

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