Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Abstract

Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.

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