Abstract
This chapter provides a detailed analysis of how the advertising industry conceptualises its own practice in the face of a media system that is increasingly characterised by the incorporation of audience participation into its mode of operation. The chapter features a rich account of the ways the participatory media environment has affected advertising practitioners’ notions of creativity and consumer agency. It then identifies and describes the key components of the participation paradigm, the term the authors use for describing the advertising industry’s new occupational ideology—the self-reflexive conceptualisation of what advertising is and how it is considered to work.
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Brodmerkel, S., Carah, N. (2016). Instructions: Producing Participation. In: Brand Machines, Sensory Media and Calculative Culture. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-49656-0_2
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