From ad‐man to digital manager Professionalization through Swedish job advertisements 1960‐2010

From ad‐man to digital manager Professionalization through Swedish job advertisements 1960‐2010 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. Research limitations/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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

From ad‐man to digital manager Professionalization through Swedish job advertisements 1960‐2010

Journal of Communication Management, Volume 18 (1): 24 – Jan 28, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
1363-254X
D.O.I.
10.1108/JCOM-04-2013-0038
Publisher site
See Article on Publisher Site

Abstract

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. Research limitations/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.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Jan 28, 2014

Keywords: Strategic communication; Historical study; Job advertisements; Professional communicators

References

  • The origins and early developments of public relations in post‐war Italy, 1945‐1960
    Bini, E.; Fasce, F.; Falconi, T.M.
  • US corporate public relations in the progressive era
    Gower, K.
  • Present‐day influence of English on Swedish as found in Swedish job advertisements
    Larson, B.E.
  • Writing PR history: issues, methods and politics
    L'etang, J.
  • Histories of public relations comparing the historiography of British, German and US public relations
    Raaz, O.; Wehmeier, S.
  • The effect of English job titles in job advertisements on Dutch respondents
    Van Meurs, F.; Korzilius, H.; Planken, B.; Fairley, S.

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