Platformized Advertising Work

Logics Reflected In The Profissional Habitus Of Advertising

Abstract

The present study constitutes a theoretical excerpt from the dissertation entitled "Cartography of the logic of platformization of advertising work" and offers an overview of the findings in the research, highlighting the logics of platformization reflected in the advertising habitus. The central objective is to map aspects of advertising work, using Pierre Bourdieu's concepts of field and habitus (1989), contrasting them with the three dimensions of platformization proposed by Poell, Nieborg, and Van Dijck (2019): [1] data infrastructure, [2] multilateral markets, and [3] governance, identifying redefinitions in advertising practices and professional habitus. Adopting cartography as a method, we employ a triangulation of techniques involving state-of-the-art research, documentary research, and in-depth interviews to identify and present 12 logics that reveal the influence of platformization on advertising work and the transformations that update aspects of the habitus of professionals in the field.