From ad-man to digital manager Professionalization through Swedish job advertisements 1960-2010
(2014) In Journal of Communication Management 18(1). p.16-39- 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... (More) - 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.
Researchlimitations/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.
Keywords
Strategic communication, Historical study, Job advertisements,
Professional communicators
Paper type
Case study (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/5160002
- author
- Rosén, Maria LU
- organization
- publishing date
- 2014
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- historical study, job advertisements, Professional communicators, strategic communication
- in
- Journal of Communication Management
- volume
- 18
- issue
- 1
- pages
- 16 - 39
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:84892407028
- ISSN
- 1363-254X
- DOI
- 10.1108/JCOM-04-2013-0038
- language
- English
- LU publication?
- yes
- id
- 0233ce59-cf85-4389-abe0-c7b83f40a37a (old id 5160002)
- alternative location
- http://www.emeraldinsight.com/doi/abs/10.1108/JCOM-04-2013-0038
- date added to LUP
- 2016-04-01 10:16:25
- date last changed
- 2022-02-02 08:14:29
@article{0233ce59-cf85-4389-abe0-c7b83f40a37a,
abstract = {{Purpose<br/><br>
– The purpose of this paper is to describe and analyze changes in the descriptions and<br/><br>
requirements of professional communicators in Swedish job advertisements between 1960 and 2010.<br/><br>
Design/methodology/approach<br/><br>
– Through a quantitative content analysis, this study approaches<br/><br>
organizational requirement information in order to better understand changes in the description of the<br/><br>
ideal candidate and professionalization.<br/><br>
Findings<br/><br>
– The results show that job titles have gradually become more specified and strategically<br/><br>
orientated. Tactical qualifications dominated the first decades but operational and strategic skills were<br/><br>
increasingly required in the material over the last two decades.<br/><br>
Researchlimitations/implications<br/><br>
– Even if job advertisements could expose the historical changes<br/><br>
in expectations and demands on communicational professional practitioners, further studies could entail<br/><br>
complementary material such as interviews with senior communications managers and headhunters.<br/><br>
Practical implications<br/><br>
– In order to be legitimized as a field of profession, scholars, teachers and<br/><br>
practitioners need to create ideals and ideologies that can justify and defend business and education.<br/><br>
This paper stimulates practitioners to reflect critically on such issues.<br/><br>
Originality/value<br/><br>
– The key contribution of this paper is to explicate how the image of communication<br/><br>
practice and the demands on communication practitioners have changed during the last 50 years.<br/><br>
Keywords<br/><br>
Strategic communication, Historical study, Job advertisements,<br/><br>
Professional communicators<br/><br>
Paper type<br/><br>
Case study}},
author = {{Rosén, Maria}},
issn = {{1363-254X}},
keywords = {{historical study; job advertisements; Professional communicators; strategic communication}},
language = {{eng}},
number = {{1}},
pages = {{16--39}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Communication Management}},
title = {{From ad-man to digital manager Professionalization through Swedish job advertisements 1960-2010}},
url = {{https://lup.lub.lu.se/search/files/1703765/5218590.pdf}},
doi = {{10.1108/JCOM-04-2013-0038}},
volume = {{18}},
year = {{2014}},
}