Making sense of ‘ambiguous ageism’: a multi-level perspective on age inequality in the advertising industry

IF 0.9 0 HUMANITIES, MULTIDISCIPLINARY
Sven Brodmerkel, Richie Barker
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引用次数: 1

Abstract

Abstract As recent statistics confirm, the advertising industry lives up to its image of being a preserve of the young: Less than 10% of all advertising practitioners in the US, UK and Australia are over the age of 45. But what are the social processes and discursive formations that create and sustain this skewed age profile? Based on 26 in-depth interviews with older advertising professionals and the thematic analysis of recent ageism-related coverage in advertising industry news media publications, we illustrate (1) how this age inequality is understood, represented and negotiated by practitioners and industry observers, and (2) how the dynamic interplay between individual identifications, organisational practices, and social structures (re)produces what we refer to as ‘ambiguous ageism’ – an entrenched and opaque marginalisation process which disadvantages older advertising practitioners, but in which they are also at the same time often complicit in. By conceptualising and applying a relational, multi-level perspective for investigating age inequality in the creative industries, we offer new insights into the empirical realities of creative work and provide a framework that can guide further research into the dialectics between ageing and organisational life in the creative industries and beyond.
理解“模糊的年龄歧视”:广告业年龄不平等的多层次视角
摘要正如最近的统计数据所证实的那样,广告业不负年轻人的责任:在美国、英国和澳大利亚,只有不到10%的广告从业者年龄在45岁以上。但是,是什么社会过程和话语结构创造并维持了这种扭曲的年龄轮廓?基于对老年广告专业人士的26次深入采访,以及对广告行业新闻媒体出版物中最近与年龄歧视相关的报道的主题分析,我们说明了(1)从业者和行业观察者如何理解、代表和协商这种年龄不平等,以及(2)个人认同、组织实践,和社会结构(重新)产生了我们所说的“模糊年龄歧视”,这是一个根深蒂固且不透明的边缘化过程,对老年广告从业者不利,但同时他们也经常参与其中,我们对创意工作的经验现实提供了新的见解,并提供了一个框架,可以指导进一步研究创意产业及其他领域的老龄化与组织生活之间的辩证法。
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来源期刊
Creative Industries Journal
Creative Industries Journal Arts and Humanities-Visual Arts and Performing Arts
CiteScore
2.40
自引率
27.30%
发文量
30
期刊介绍: The scope of the Creative Industries Journal is global, primarily aimed at those studying and practicing activities which have their origin in individual creativity, skill and talent, and which have a potential for wealth creation. These activities primarily take place in advertising, architecture, the art and antiques market, crafts, design, fashion, film, interactive leisure software, music, the performing arts, publishing, television and radio.
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