1st Edition
Creativity and Space Labour and the Restructuring of the German Advertising Industry
By Joachim Thiel
Copyright 2005
194 Pages
by
Routledge
194 Pages
by
Routledge
194 Pages
by
Routledge
Also available as eBook on:
Originally published in 2005. By examining the changing patterns of the German advertising industry from a spatial-economic perspective, focusing on the rise of Hamburg as the country's new creative capital, this book discusses the shifting relations between economic organization, social relations and spatial structures in the post-industrial economy. It argues that it is the professional labour... Read more
Contents: Introduction: The issue: creativity and contexts; The arguments: labour markets and space; The structure of the book. The Economic, the Social and the Spatial: Framing the Post-Industrial Economy: 'The Economy on its Way Back...' - recontextualizing economic action; Economic organization, social relations and spatial structures: three examples; Recontextualization through the individual: reflexivity and the convergence of work and life; Labour markets as 'Arenas' of a conflicting convergence; The economic, the social and the spatial: towards a subject-oriented understanding of recontextualization. The General Perspective: Changing Advertising and the West German Space-Economy: Advertising and the lack of an analytical economic approach; Advertising as an economic activity - a brief overview; German advertising and the German space-economy; Innovation in advertising as 'Window of Locational Opportunity': a first interpretation of the German 'Second Wave'. The Firm Perspective: Reading the Restructuring of German Advertising as an Innovation Process: Agencies as drivers of change: entrepreneurship and organization; The substance of innovation: exploring the Springer & Jacoby Story; The impact of innovation: continuity and change in the German agency landscape; Advertising between business service and popular art: a second interpretation. The Labour Perspective: The Creative Professional in the Restructuring of Advertising: The creative professional between idiosyncrasies and adaptation; Creative labour in the innovation process: access and adaptation; Life in the creative labour market: mobility and personalized relations; Innovation as 'Factor Creation' and 'Factor Attraction' and the functioning of a professional milieu: a third interpretation. Space and the Ambivalence of Reflexive Labour: Reflexive labour and space: importance and uncertainty; Reflexive labour between the economic, the social and the spatial; Final remarks and critical reflections; B
Biography
Joachim Thiel
