Araştırma Makalesi
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Dijital Reklamcılık Uygulamacıları Olarak Freelance Çalışanlar Üzerine Bir Araştırma

Yıl 2022, Sayı: 58, 97 - 122, 25.06.2022
https://doi.org/10.47998/ikad.1114445

Öz

Dijital medya, reklamcılık uygulamalarını içerik ve biçim açısından dönüştürdüğü gibi, endüstrinin aktörlerini ve çalışma biçimlerini de etkilemektedir. Bu etkilerden biri reklamcılıkta freelance çalışmanın artmasıdır. Bu çalışma, reklamcılık ve ilgili pazarlama iletişimi uygulamalarında freelance çalışma modelini iş süreçleri, yaratıcılık, verimlilik, emek ve girişimcilik gibi kavramlar odağında incelemeyi; modelin avantajlarını ve dezavantajlarını tartışmayı amaçlamaktadır. Araştırma için nitel yaklaşım benimsenmiş; yaşları 22 ile 36 arasında değişen on (dört kadın ve altı erkek) freelance çalışanla yarı yapılandırılmış derinlemesine görüşmeler gerçekleştirilmiştir. Örneklem, reklamcılık uygulamalarının yaratıcı, veriye dayalı ve proje yönetimi boyutlarını temsil etmektedir. Araştırma gerek işletme büyüklüğü gerek sektörel çeşitlilik açısından freelance çalışmanın yaygınlığını ortaya koymaktadır. Temel bulgular; dijital teknolojilerin, çevrimiçi emek platformlarının, heterarşik yapılanmanın ve işin geçiciliğinin önemini vurgulamaktadır. Freelance çalışmanın başlıca sorunları arasında sosyal izolasyon ve dijital platformlardaki yoğun rekabet öne çıkmaktadır. Çalışma ekonomisi açısından bakıldığında, freelance çalışanların kendilerini emek tarafından girişimciliğe uzanan bir yolculuk içerisinde tarif ettiği belirtilebilir.

Kaynakça

  • Ban, J. T. (1992). Employers benefit from the freelancer boom. The Public Relations Journal, 48(12), 30.
  • Çiğdem, S. (2019). Endüstri 4.0 ve dijital emek platformlarının insana yakışır iş bağlamında değerlendirilmesi. Journal of Social Policy Conferences, 77, 157-199. https://doi.org/10.26650/jspc.2019.77.0018
  • Çiğdem, S. ve Koç, İ. (2019, 1-3 Kasım). Dijital platform çalışanları ve örgütlenme modelleri. [Konferans sunumu] 10. Uluslararası Sivil Toplum Kuruluşları Kongresi, Bandırma, Türkiye.
  • Edstrom, M., & Ladendorf, M. (2012). Freelance journalists as a flexible workforce in media industries. Journalism Practice, 6(5-6), 711-721. https://doi.org/10.1080/17512786.2012.667275
  • Erdoğan, E. ve Çiğdem, S. (2018). GİG ekonomisi ve freelance iş gücünün yükselişi. İçinde E. Erdoğan (Editör), Sakarya üniversitesi çalışma ekonomisi ve endüstri ilişkileri seçme yazılar II (ss. 229-261). Sakarya Yayıncılık.
  • Friedman, G. (2014). Workers without employers: Shadow corporations and the rise of the gig economy. Review of Keynesian Economics, 2(2), 171-188. https://doi.org/10.4337/roke.2014.02.03
  • Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123-141. https://doi.org/10.1177/1470593115607942
  • Gareis, K. (2002). eLancing–the future of work?. In B. Stanford-Smith et al. (Eds), Challenges and achievements in e-business and e-work (pp. 448-457). IOS Press.
  • Grabher, G. (2001). Ecologies of creativity: The village, the group, and the heterarchic organisation of the British advertising industry. Environment and Planning A: Economy and Space, 33(2), 351-374. https://doi.org/10.1068/a3314
  • Grabher, G. (2002). The project ecology of advertising: Tasks, talents and teams. Regional Studies, 36(3), 245-262. https://doi.org/10.1080/00343400220122052
  • Grabher, G. (2004). Temporary architectures of learning: Knowledge governance in project ecologies. Organization Studies, 25(9), 1491-1514. https://doi.org/10.1177/0170840604047996
  • Graham, M., Lehdonvirta, V., Wood, A., Barnard, H., Hjorth, I., & Simon, D. P. (2017). The risks and rewards of online gig work at the global margin. Oxford Internet Institute.
  • Green, D. D., Walker, C., Alabulththim, A., Smith, D., & Phillips, M. (2018). Fueling the gig economy: A case study evaluation of Upwork.com. Management and Economics Research Journal, 4(2018), 104-112.
  • Green, D. D., Polk, X., O’Donnell, H., Doughty, K., Carr, M., & Costa-Cargill, D. (2021). The gig economy: A case study analysis of Freelancer.com. Management and Economics Research Journal 7(2). https://doi.org/10.18639/MERJ.2021.1413412.
  • Heeks, R. (2017). Digital economy and digital labour terminology: making sense of the 'gig economy', 'online labour', 'crowd work', 'microwork', 'platform labour', etc. Development Informatics Working Paper Series no.70. http://dx.doi.org/10.2139/ssrn.3431728
  • Henninger, A., & Gottschall, K. (2007). Freelancers in Germany's old and new media industry: Beyond standard patterns of work and life?. Critical Sociology, 33(1-2), 43-71. https://doi.org/10.1163/156916307X168584
  • ILO (2018). Job quality in the platform economy. 2nd Meeting of the Global Commission on the Future of Work. Geneva.
  • Kiracı, H., & Kayabaşı, A. (2017). Yeni nesil bir ekonomik sistemin ülkemizdeki potansiyeli: Paylaşım ekonomisindeki iş modeli örneklerinin irdelenmesi. Uluslararası Afro-Avrasya Araştırmaları Dergisi, 2(4), 75-90.
  • Köktener, A. (2019). Örneklerle reklam ajansı türleri ve örgütsel yapıları. Eğitim Yayınevi.
  • Lu, B., Zhang, T., Wang, L., & Keller, L. R. (2016). Trust antecedents, trust and online microsourcing adoption: An empirical study from the resource perspective. Decision Support Systems, 85, 104-114. https://doi.org/10.1016/j.dss.2016.03.004
  • Malik, F., Nicholson, B., & Heeks, R. (2017). Understanding the development implications of online outsourcing. In J. Choudrie et al (Eds), Information and communication technologies for development (pp. 425–436) Springer. https://doi.org/10.1007/978-3-319-59111-7_35
  • McRobbie, A. (2002). Clubs to companies: Notes on the decline of political culture in speeded up creative worlds. Cultural studies, 16(4), 516-531. https://doi.org/10.1080/09502380210139098
  • Moeran, B. (2009). The organization of creativity in Japanese advertising production. Human Relations, 62(7), 963-985. https://doi.org/10.1177/0018726709335541
  • Morris, M. R., Bigham, J. P., Brewer, R., Bragg, J., Kulkarni, A., Li, J., & Savage, S. (2017). Subcontracting microwork. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, 1867-1876. https://doi.org/10.1145/3025453.3025687
  • Mould, O., Vorley, T., & Liu, K. (2014). Invisible creativity? Highlighting the hidden impact of freelancing in London's creative industries. European Planning Studies, 22(12), 2436-2455. https://doi.org/10.1080/09654313.2013.790587
  • Popiel, P. (2017). “Boundaryless” in the creative economy: Assessing freelancing on Upwork. Critical Studies in Media Communication, 34(3), 220-233. https://doi.org/10.1080/15295036.2017.1282618
  • Schmidt, F. A. (2017). Digital labour markets in the platform economy: Mapping the political challenges of crowd work and gig work. Friedrich-Ebert-Stiftung. http://library.fes.de/pdf-files/wiso/13164.pdf
  • Seidman, I. (2006). Interviewing as qualitative research: A guide for researchers in education and the social sciences (3rd ed.). Teachers College Press.
  • Storey, J., Salaman, G., & Platman, K. (2005). Living with enterprise in an enterprise economy: Freelance and contract workers in the media. Human Relations, 58(8), 1033-1054. https://doi.org/10.1177%2F0018726705058502
  • Watson, A., & Beaverstock, J. V. (2016). Transnational freelancing: Ephemeral creative projects and mobility in the music recording industry. Environment and Planning A: Economy and Space, 48(7), 1428-1446. https://doi.org/10.1177%2F0308518X16641412
  • Wood, A. J., Graham, M., Lehdonvirta, V., & Hjorth, I. (2019). Good gig, bad gig: Autonomy and algorithmic control in the global gig economy. Work, Employment and Society, 33(1), 56-75. https://doi.org/10.1177%2F0950017018785616
  • Yılmaz, M. (2019). Neoliberal kapitalizmde istihdam ilişkilerinin dönüşen yapısı: Standart-dışı çalışma formlarının yükselişi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 14(20), 1710-1734. https://doi.org/10.26466/opus.609131
  • Yılmaz, T. ve Aktaş, F. (2018). Yeni nesil istihdam ve geleceği. Akademia Sosyal Bilimler Dergisi, Özel Sayı I, 47-60.
  • Yin, Y. K. (2016). Qualitative research from start to finish. (2nd Edition). The Guilford Press.

A Research on Freelancers as Digital Advertising Practitioners

Yıl 2022, Sayı: 58, 97 - 122, 25.06.2022
https://doi.org/10.47998/ikad.1114445

Öz

Digital media not only transforms advertising content and format but also influences the actors of the industry and the way they work. One of these influences is the increase of freelance work in advertising. This study aims to examine the freelance model in advertising and related marketing communications by focusing on procedures, creativity, productivity, labor, and entrepreneurship and to discuss the advantages and disadvantages of the model. We adopted the qualitative approach for the research and conducted semi-structured in-depth interviews with ten (four females and six males) freelancers, aged 22 to 36. The sample represents the creative, data-driven, and project managing aspects of advertising practices. The research reveals the prevalence of freelance work in terms of both business size and sectoral diversity. Some of the main findings highlight the importance of digital technologies, online labor platforms, heterarchical organization, and ephemerality of the work. Social isolation and intense competition on digital platforms stand out among the primary problems of freelance work. In terms of labor economics, freelancers depict themselves in a journey from the labor side to entrepreneurship.

Kaynakça

  • Ban, J. T. (1992). Employers benefit from the freelancer boom. The Public Relations Journal, 48(12), 30.
  • Çiğdem, S. (2019). Endüstri 4.0 ve dijital emek platformlarının insana yakışır iş bağlamında değerlendirilmesi. Journal of Social Policy Conferences, 77, 157-199. https://doi.org/10.26650/jspc.2019.77.0018
  • Çiğdem, S. ve Koç, İ. (2019, 1-3 Kasım). Dijital platform çalışanları ve örgütlenme modelleri. [Konferans sunumu] 10. Uluslararası Sivil Toplum Kuruluşları Kongresi, Bandırma, Türkiye.
  • Edstrom, M., & Ladendorf, M. (2012). Freelance journalists as a flexible workforce in media industries. Journalism Practice, 6(5-6), 711-721. https://doi.org/10.1080/17512786.2012.667275
  • Erdoğan, E. ve Çiğdem, S. (2018). GİG ekonomisi ve freelance iş gücünün yükselişi. İçinde E. Erdoğan (Editör), Sakarya üniversitesi çalışma ekonomisi ve endüstri ilişkileri seçme yazılar II (ss. 229-261). Sakarya Yayıncılık.
  • Friedman, G. (2014). Workers without employers: Shadow corporations and the rise of the gig economy. Review of Keynesian Economics, 2(2), 171-188. https://doi.org/10.4337/roke.2014.02.03
  • Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123-141. https://doi.org/10.1177/1470593115607942
  • Gareis, K. (2002). eLancing–the future of work?. In B. Stanford-Smith et al. (Eds), Challenges and achievements in e-business and e-work (pp. 448-457). IOS Press.
  • Grabher, G. (2001). Ecologies of creativity: The village, the group, and the heterarchic organisation of the British advertising industry. Environment and Planning A: Economy and Space, 33(2), 351-374. https://doi.org/10.1068/a3314
  • Grabher, G. (2002). The project ecology of advertising: Tasks, talents and teams. Regional Studies, 36(3), 245-262. https://doi.org/10.1080/00343400220122052
  • Grabher, G. (2004). Temporary architectures of learning: Knowledge governance in project ecologies. Organization Studies, 25(9), 1491-1514. https://doi.org/10.1177/0170840604047996
  • Graham, M., Lehdonvirta, V., Wood, A., Barnard, H., Hjorth, I., & Simon, D. P. (2017). The risks and rewards of online gig work at the global margin. Oxford Internet Institute.
  • Green, D. D., Walker, C., Alabulththim, A., Smith, D., & Phillips, M. (2018). Fueling the gig economy: A case study evaluation of Upwork.com. Management and Economics Research Journal, 4(2018), 104-112.
  • Green, D. D., Polk, X., O’Donnell, H., Doughty, K., Carr, M., & Costa-Cargill, D. (2021). The gig economy: A case study analysis of Freelancer.com. Management and Economics Research Journal 7(2). https://doi.org/10.18639/MERJ.2021.1413412.
  • Heeks, R. (2017). Digital economy and digital labour terminology: making sense of the 'gig economy', 'online labour', 'crowd work', 'microwork', 'platform labour', etc. Development Informatics Working Paper Series no.70. http://dx.doi.org/10.2139/ssrn.3431728
  • Henninger, A., & Gottschall, K. (2007). Freelancers in Germany's old and new media industry: Beyond standard patterns of work and life?. Critical Sociology, 33(1-2), 43-71. https://doi.org/10.1163/156916307X168584
  • ILO (2018). Job quality in the platform economy. 2nd Meeting of the Global Commission on the Future of Work. Geneva.
  • Kiracı, H., & Kayabaşı, A. (2017). Yeni nesil bir ekonomik sistemin ülkemizdeki potansiyeli: Paylaşım ekonomisindeki iş modeli örneklerinin irdelenmesi. Uluslararası Afro-Avrasya Araştırmaları Dergisi, 2(4), 75-90.
  • Köktener, A. (2019). Örneklerle reklam ajansı türleri ve örgütsel yapıları. Eğitim Yayınevi.
  • Lu, B., Zhang, T., Wang, L., & Keller, L. R. (2016). Trust antecedents, trust and online microsourcing adoption: An empirical study from the resource perspective. Decision Support Systems, 85, 104-114. https://doi.org/10.1016/j.dss.2016.03.004
  • Malik, F., Nicholson, B., & Heeks, R. (2017). Understanding the development implications of online outsourcing. In J. Choudrie et al (Eds), Information and communication technologies for development (pp. 425–436) Springer. https://doi.org/10.1007/978-3-319-59111-7_35
  • McRobbie, A. (2002). Clubs to companies: Notes on the decline of political culture in speeded up creative worlds. Cultural studies, 16(4), 516-531. https://doi.org/10.1080/09502380210139098
  • Moeran, B. (2009). The organization of creativity in Japanese advertising production. Human Relations, 62(7), 963-985. https://doi.org/10.1177/0018726709335541
  • Morris, M. R., Bigham, J. P., Brewer, R., Bragg, J., Kulkarni, A., Li, J., & Savage, S. (2017). Subcontracting microwork. Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems, 1867-1876. https://doi.org/10.1145/3025453.3025687
  • Mould, O., Vorley, T., & Liu, K. (2014). Invisible creativity? Highlighting the hidden impact of freelancing in London's creative industries. European Planning Studies, 22(12), 2436-2455. https://doi.org/10.1080/09654313.2013.790587
  • Popiel, P. (2017). “Boundaryless” in the creative economy: Assessing freelancing on Upwork. Critical Studies in Media Communication, 34(3), 220-233. https://doi.org/10.1080/15295036.2017.1282618
  • Schmidt, F. A. (2017). Digital labour markets in the platform economy: Mapping the political challenges of crowd work and gig work. Friedrich-Ebert-Stiftung. http://library.fes.de/pdf-files/wiso/13164.pdf
  • Seidman, I. (2006). Interviewing as qualitative research: A guide for researchers in education and the social sciences (3rd ed.). Teachers College Press.
  • Storey, J., Salaman, G., & Platman, K. (2005). Living with enterprise in an enterprise economy: Freelance and contract workers in the media. Human Relations, 58(8), 1033-1054. https://doi.org/10.1177%2F0018726705058502
  • Watson, A., & Beaverstock, J. V. (2016). Transnational freelancing: Ephemeral creative projects and mobility in the music recording industry. Environment and Planning A: Economy and Space, 48(7), 1428-1446. https://doi.org/10.1177%2F0308518X16641412
  • Wood, A. J., Graham, M., Lehdonvirta, V., & Hjorth, I. (2019). Good gig, bad gig: Autonomy and algorithmic control in the global gig economy. Work, Employment and Society, 33(1), 56-75. https://doi.org/10.1177%2F0950017018785616
  • Yılmaz, M. (2019). Neoliberal kapitalizmde istihdam ilişkilerinin dönüşen yapısı: Standart-dışı çalışma formlarının yükselişi. OPUS Uluslararası Toplum Araştırmaları Dergisi, 14(20), 1710-1734. https://doi.org/10.26466/opus.609131
  • Yılmaz, T. ve Aktaş, F. (2018). Yeni nesil istihdam ve geleceği. Akademia Sosyal Bilimler Dergisi, Özel Sayı I, 47-60.
  • Yin, Y. K. (2016). Qualitative research from start to finish. (2nd Edition). The Guilford Press.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Serdar Yıldız 0000-0002-1565-3552

Yayımlanma Tarihi 25 Haziran 2022
Gönderilme Tarihi 9 Mayıs 2022
Yayımlandığı Sayı Yıl 2022 Sayı: 58

Kaynak Göster

APA Yıldız, S. (2022). Dijital Reklamcılık Uygulamacıları Olarak Freelance Çalışanlar Üzerine Bir Araştırma. İletişim Kuram Ve Araştırma Dergisi, 2022(58), 97-122. https://doi.org/10.47998/ikad.1114445