CMN3174 Chapter Notes - Chapter 0: Grounded Theory, Nvivo, Metatheory
Document Summary
Ad practitioners began to pursue pro stature in 20th century. 1924 resor (president of j. walter thompson largest in the world) wanted to create a scientific approach to advertising. Forms to bring the industry into a professional one professionalization : established ad clubs, agencies, boundaries, academic programs. Professors distinguished from others by possession of esoterically complex and academically validated theoretical knowledge base. Theoretical knowledge base proves to clients that services rendered are based on agreed-upon theoretical knowledge. In advertising there is a large gap of knowledge flow between academia and practice (called academician-practitioner gap) Pseudo-professionalization tactics are coping mechanisms that agency practitioners use to resolve the legitimation problems their knowledge autonomy creates. Agency-client relationships now last less than 2 years. Professions organized bodies of experts who applied esoteric knowledge to particular cases written by carr-saunders & wilson (1933: this eventually is called the traits approach.
