Guldägget 2011
Posted on | april 14, 2011 | No Comments
Tonight Guldägget, the main award show for Swedish communication agencies, celebrates its 50th anniversary at Stockholm Waterfront. Accompanying Guldägget, the Swedish Association of Communication Agencies organize two days of seminars. Ann-Sofie represented the project with a lecture yesterday afternoon on our findings so far.
Right now we’re in the middle of an intense period of article writing. Oskar has written a paper juxtaposing the role of network- and market-oriented strategies as routes to success in digital advertising. The paper will be presented at a session on the history of advertising at the biennial meeting of Swedish historians in Gothenburg on 7 May. Gustav is working on a piece on creativity in advertising, targeting advertising researchers. Whereas the mainstream of advertising research tends to take creativity as something given and reified which can be categorized and measured, we use our study to illuminate how creativity is deeply contextual and especially how award shows – like Guldägget, but especially the international ones – are at the centre of a set of rules for what constitutes creativity and governs inclusion and exclusion in the creative field. Ann-Sofie is working on a paper on the multiple and divergent motives of digital advertising entrepreneurs, in contrast with the focus on financial rewards in the mainstream of entrepreneurship research.
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