A new master of the cultural domain? Google’s role in the transactive memory systems of advertising copywriters and art directors

Barker, Richie and Atkinson, Paul 2019, A new master of the cultural domain? Google’s role in the transactive memory systems of advertising copywriters and art directors, Media international Australia, doi: 10.1177/1329878X19853298.

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Title A new master of the cultural domain? Google’s role in the transactive memory systems of advertising copywriters and art directors
Author(s) Barker, RichieORCID iD for Barker, Richie orcid.org/0000-0001-5908-8973
Atkinson, Paul
Journal name Media international Australia
Total pages 13
Publisher Sage Publications
Place of publication London, Eng.
Publication date 2019-06-06
ISSN 1329-878X
Summary Creative practice in advertising is often lauded for its novelty, which is recognised in industry awards and other forms of peer evaluation. However, advertising is commonly required to address broad audiences, which means it needs to reflect popular and common cultural ideas. When developing ideas for a new project, advertising creatives usually undertake a research process that allows them to draw upon popular culture texts and previous advertisements. In the pre-digital era, this activity largely depended on the creative’s relationship to their social milieu, but following the arrival of the Internet and the search engine, the creative research process has expanded in scope and become much faster. However, the idea that search, and we refer particularly to Google search, neutrally supports creative practice requires greater scrutiny. In this article, we explore how Google connects advertising creatives to cultural references by considering research on practitioners’ everyday actions through the lens of transactive memory theory and models of creative process.
Notes In Press
Language eng
DOI 10.1177/1329878X19853298
Field of Research 200101 Communication Studies
20 Language, Communication and Culture
16 Studies in Human Society
19 Studies in Creative Arts and Writing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2019, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30122717

Document type: Journal Article
Collections: Faculty of Arts and Education
School of Communication and Creative Arts
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