Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Regimes of Mediation : Advertising Practitioners as Cultural Intermediaries?
AU - Cronin, Anne M.
PY - 2004/12
Y1 - 2004/12
N2 - This paper explores the status of advertising practitioners as cultural intermediaries and uses that analysis to think through the contested relationship between consumption and production, and culture and economy. Using examples and illustrations from interview data with advertising practitioners in the UK, I explore how the circulation of rhetoric in the advertising industry functions as one form of mediation performed by advertising practitioners. I argue that practitioners' role should not be understood solely in terms of a mediation between producer and consumer; instead, their role should be conceived in terms of a negotiation between multiple “regimes of mediation”, including that of the relationship between advertising agencies and their clients. Agencies perform commercial relationships, bringing them into being and constantly redefining them. Attending to these multiple modes of mediation opens up questions about the status of advertising, the role of cultural intermediaries, and the relationship between production and consumption, economy and culture.
AB - This paper explores the status of advertising practitioners as cultural intermediaries and uses that analysis to think through the contested relationship between consumption and production, and culture and economy. Using examples and illustrations from interview data with advertising practitioners in the UK, I explore how the circulation of rhetoric in the advertising industry functions as one form of mediation performed by advertising practitioners. I argue that practitioners' role should not be understood solely in terms of a mediation between producer and consumer; instead, their role should be conceived in terms of a negotiation between multiple “regimes of mediation”, including that of the relationship between advertising agencies and their clients. Agencies perform commercial relationships, bringing them into being and constantly redefining them. Attending to these multiple modes of mediation opens up questions about the status of advertising, the role of cultural intermediaries, and the relationship between production and consumption, economy and culture.
KW - Advertising Agencies
KW - Advertising Practitioners
KW - Consumption/Production
KW - Cultural Intermediaries
KW - Culture/Economy
KW - Mediation
U2 - 10.1080/1025386042000316315
DO - 10.1080/1025386042000316315
M3 - Journal article
VL - 7
SP - 349
EP - 369
JO - Consumption, Markets and Culture
JF - Consumption, Markets and Culture
SN - 1477-223X
IS - 4
ER -