Creative Distraction: Lack of Collective Learning in Adapting to Online Advertising in Oslo, Norway
2011; Taylor & Francis; Volume: 18; Issue: 2 Linguagem: Inglês
10.1080/13662716.2011.541106
ISSN1469-8390
Autores Tópico(s)Cultural Industries and Urban Development
ResumoAbstract The advertising industry is often seen as adaptable and flexible, and its work organization and diverse project ecologies are assumed to nurture creativity, learning and innovation. The advertising industry in Oslo is currently going through a restructuring process of adapting to the Internet as an emerging media channel for marketing, but struggles to benefit from collective learning. The established advertising agencies have been reluctant regarding the new opportunities in Internet-based advertising, which has allowed for a set of smaller and specialized web agencies to emerge, and who now possess the best skills within interactive advertising. The paper argues that there are two parallel epistemic communities in the localized advertising industry. It is shown that the advertising industry seems to have been caught in a path-dependent technological trajectory, and that in order for collective learning to unfold geographical proximity needs to be supplemented by cultural and epistemic proximity and compatibility. Keywords: Advertisingcollective learningepistemic communitiesInternetknowledgepath dependency Notes 1 Advertising on the Internet may be campaign sites, banners, pop-ups, portals, websites, experience universes, search engine advertising, emails, blogs, advertising in virtual worlds or in-game advertising. 2 http://www.oecd.org/dataoecd/21/35/39574709.xls; http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-NP-05-038/EN/KS-NP-05-038-EN.PDF; http://www.ita.doc.gov/td/oepc/nordic.htm; http://www.Internetworldstats.com/top25.htm 3 The interviews were conducted in Norwegian, and the quotes have been translated by the author. 4 The definition of the Oslo labour market region in the calculation of location quotients is taken from NIBR report 2002:20 (Juvkam, Citation2002) and includes the following 30 municipalities: 301 Oslo, 123 Spydeberg, 138 Hobøl, 211 Vestby, 213 Ski, 214 Ås, 215 Frogn, 216 Nesodden, 217 Oppegård, 219 Bærum, 220 Asker, 221 Aurskog-Høland, 226 Sørum, 227 Fet, 228 Rælingen, 229 Enebakk, 230 Lørenskog, 231 Skedsmo, 233 Nittedal, 234 Gjerdrum, 236 Nes (Årnes), 238 Nannestad, 533 Lunner, 534 Gran, 627 Røyken, 628 Hurum, 235 Ullensaker (Jessheim), 237 Eidsvoll, 239 Hurdal, 121 Rømskog. 5 The calculations of the location quotients are based on SIC code "74400 advertising". Total employment is calculated as all individuals that are listed with a SIC code in the employment statistics. 6 This procedure was approved by Statistics Norway in advance of the exercise. 7 http://www.ssb.no/emner/06/01/nos_c521/nos_c521.pdf 8 See the Appendix for an account of how the occupational groups were defined. 9 Advertising is often included in the term "cultural industries" or "creative industries" which sell products and services whose value primarily lies in their symbolic and aesthetic qualities rather than in physical, functional or utilitarian purposes. 10 These are ANFO (Advertisers), Designbyråforeningen (Design), GRAFILL (Visual communication), INMA (Interactive marketing), Kreativt Forum (Advertising), Mediaforum, MiO (Media agencies), NIR (PR consultants), NORDMA (Direct marketing), Norges Markedsføringsforbund and their 10 local branches, Norsk Form (Design and architecture), Norsk kommunikasjonsforening, Norsk markedsanalyse forening (NMF), NRF Norske Reklame Fotografer and PIN (Publishing agencies). 11 Refers to the software for developing animations and games, and the player for downloading videos or sound files online.
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