"Show us your moves": trade rituals of television marketing
"Show us your moves": trade rituals of television marketing
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“秀出你的招式”：电视营销的交易仪式
DOI：
10.1108/aam-06-2014-0022
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发表时间：
2015
影响因子：
0.7
通讯作者：
Grainge P
中科院分区：
文献类型：
--
作者：
Grainge P
目的-本论文的目的是考察英国电视营销的专业文化，艺术营销部门负责英国电视屏幕上看到的绝大多数节目预告片和频道宣传。设计/方法/方法-在研究方法上，它借鉴了电视营销界的主要贸易会议和颁奖典礼Promax UK的参与者观察。它发展了约翰·考德威尔对工人群体文化实践的分析，将Promax本身作为一个研究网站，探索一个关键的贸易聚会如何锻造、合法化和仪式化那些参与电视营销的人的身份和实践。它的发现-它的发现展示了Promax如何传播行业知识，不仅是关于如何做好电视营销工作，而且是关于如何在专业领域做好自己。如果贸易聚会使专业团体能够向自己表达自己的价值，那么Promax的成员就被构建为“电视人”而不仅仅是“营销人”；电视营销的创造性工作被视为类似于电视制作的创造性工作，并被定位为电视行业的一部分。原创性/价值-本文的价值是将电视营销作为一门专业和创意学科进行探索。这与市场营销和媒体学者尤其相关，他们往往忽视或忽视电视宣传的领域和技能。
Purpose– The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.Design/methodology/approach– In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.Findings– Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.Originality/value– The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.