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

Rosén, Maria LU (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:
author
organization
publishing date
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
2015-03-26 14:39:56
date last changed
2017-07-30 03:10:03
@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},
  keyword      = {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          = {http://dx.doi.org/10.1108/JCOM-04-2013-0038},
  volume       = {18},
  year         = {2014},
}