Jacobian Cluster Mutation: From Advertising to Internet-based market communication
(English)Manuscript (preprint) (Other academic)
The advertising industry is currently undergoing a restructuring process, where traditional media like TV and print are being complemented and replaced by interactive advertising and market communication on the Internet. The paper discusses how this transformation process affects the structure and organisation of services within Internet-based market communication. Based on interviews with 50 respondents from advertising and beyond the paper argues that the multiple and interactive nature of the Internet medium represent opportunities and challenges for the advertising agencies that transcend their traditional role as developers of creative ideas and campaigns. It is argued that Internet-based market communication demands a convergence of creative, strategic and technical services which represents a new production and market communication space in which the end consumer plays a lead role. The paper suggests that technology driven transformation processes in the industrial agglomerations of advertising and ICT in Oslo can be viewed as an industrial mutation.
cluster mutation, Oslo, interviews and employment statistics, advertising, Internet, diversity
IdentifiersURN: urn:nbn:se:uu:diva-109861OAI: oai:DiVA.org:uu-109861DiVA: diva2:274315
ProjectsCreativity and Innovation in the Cultural Industries