职业重建:大数据冲击下广告职业的内部分化与外部竞争

Reconstructing the Profession: Internal Divide and External Competition of Advertising Profession Under the Impact of Big Data

本文采取职业社会学视角,通过对广告从业者的深度访谈,考察大数据兴起以来广告职业的内部分化与外部竞争。文章认为,广告职业的内部地位差异正在由国际4A与本土公司之间,转移到新兴技术型公司与传统广告公司之间;技术性人才的涌入为广告行业带来拼贴式的人才景观;在外部力量方面,媒体与客户对职业管辖权的竞争集中于对媒体资源和数据资源的占有,广告职业唯有重建权威知识体系、重建职业主义,才能在边界冲突中掌握主导权。

From the perspective of sociology of profession, the current study investigated internal divide and external competition of the advertising industry under the influence of big data by conducting in-depth interviews among senior advertising professionals. Findings of the current study revealed that the internal status difference within the advertising profession has been shifted from the difference between traditional 4A agencies and local agencies to the difference between innovative technology agencies and traditional agencies. As a result of the influx of technological talents into the advertising industry, the current labor composition of the advertising industry has become a collage style. From the external aspect, the competition of advertising profession control from media and clients focus on the control of media and data resources. Advertising, as a profession, can regain leading position in the competition only by reconstructing the professional knowledge system and rebuilding professionalism.