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dc.contributor.advisorO'Donohoe, Stephanie
dc.contributor.advisorSchofield, Jill
dc.contributor.authorLee, Pui Yuen
dc.date.accessioned2015-01-20T16:44:36Z
dc.date.available2015-01-20T16:44:36Z
dc.date.issued2014-07-02
dc.identifier.urihttp://hdl.handle.net/1842/9870
dc.description.abstractThe rise of social media has significant implications for the advertising industry, particularly for the relationships between marketers, consumers and advertising agencies. In fact, the entire advertising landscape has been developing in response to the emergence of digital technologies and advertising media, and the roles of these key stakeholders of the advertising industry and how they perform in the social media era are still not clear. Most previous research on this topic has focused on Western countries and adopted a macro perspective. In contrast, this study contributes to knowledge by focusing on an Asian context, and by exploring how social media are shaping the working lives of individual creatives who play a key role in the development of creative ideas and their expression across an increasingly diverse range of media. This study aimed to explore how and to what extent the work roles and identities of Hong Kong-based advertising creatives are changing in response to the rise of social media. As the study focused on creatives’ experiences, a qualitative, interpretive approach was taken. This involved 32 interviews with advertising creatives in agencies differing in size, digital focus and ownership, supplemented with participant observations in both a multinational full-service advertising agency (Agency-M) and an independent Hong-Kong digital agency (Agency R). The study has provided insights into creatives’ perspectives on their roles, identities, skill-sets and beliefs in relation to the rise of social media, and on the ways in which their relationships with clients and agency colleagues were changing as social media became more important. In particular, the study identified three key experiences of Hong Kong advertising creatives in relation to the rise of social media. First, they were found to have divergent role identities linked to their identification with traditional and digital communication agencies. Second, the rise of social media led them to experience new tensions in their relationships with clients. Finally, across both traditional and digital agencies in Hong Kong, the role of advertising creatives is beginning to transcend the digital/traditional distinction. This new hybrid role was found to involve creative switching between three identities over the course of the advertising development process: creative strategist, creative facilitator, and creative producer. Each of these role identities required more from them than the merging of ‘digital’ and ‘traditional’ creative skills; in particular, the creatives increasingly found themselves having to work closely with a broader range of stakeholders within and beyond their own agencies, requiring them to develop their interpersonal and negotiating skills. This research contributes to understanding the role and role identity in creative industries. It explores the many ways that social media are shaping advertising creatives’ working practices and identities, and it highlights the importance of cultural context to advertising practice. The triadic structure of contemporary Hong Kong advertising creatives’ roles identified here has implications for theorising advertising creativity, agency practice, and social media as a catalyst for individual and organisational identity and practices in the creative industries. The findings also have implications for advertising agency structure and practices, within and beyond the creative department.en_US
dc.language.isoenen_US
dc.publisherThe University of Edinburghen_US
dc.relation.hasversionLau, K. W. & Lee, P. Y., (2012). The use of virtual reality for creating unusual environmental stimulation to motivate students to explore creative ideas, Interactive Learning Environment. DOI:10.1080/10494820.2012.745426en_US
dc.relation.hasversionLau, K. W., Lee, P. Y., & Kan, C. W. (2011) From distance shopping to virtual shopping: Using telepresence experience design as a retailing strategy. International Journal of Design Sciences and Technology. 17(2), 77-90.en_US
dc.relation.hasversionLee, P. Y., & Lau, K. W. (2011) Using Augmented Reality in Fashion Visual Merchandizing Design: A Study of Consumers’ Shopping Experience in virtual world, Design Journal – Praxes, Vol 5, p182-193.en_US
dc.relation.hasversionLee, P. Y., Ho, W. Y. & Lau, H. F. (2011) Web 2.0 and its implications for fashion education, In K. W. Lau, (Eds.) Mirror of the Future: Applying Virtual Technology to Fashion Business and Education (p. 90-96), Hong Kong: The Hong Kong Polytechnic University.en_US
dc.relation.hasversionLau, K. W., Ng, M. C. F., & Lee, P. Y., (2009). Re-thinking the creativity training in design education: A study of creative thinking tools for facilitating creativity development of design students. Art, Design & Communication in Higher Education, 8(1), 71-84.en_US
dc.relation.hasversionLau, K. W., & Lee, P. Y. (2008). On design thinking: Studying the hybrid process of managing creative thinking and design planning in design education. The International Journal of Design Principles and Practices, 2(1), 99-104.en_US
dc.relation.hasversionLee, P. Y., & Lau, K. W. (2008). The Changing Roles of Communication Designer in Ubiquitous Media. The International Journal of Design Principles and Practices, 2(1), 1- 14.en_US
dc.subjectadvertisingen_US
dc.subjectcreativesen_US
dc.subjectsocial mediaen_US
dc.subjectroleen_US
dc.subjectidentityen_US
dc.titleTowards a triadic creative role: Hong Kong advertising creatives' responses to the rise of social mediaen_US
dc.typeThesis or Dissertationen_US
dc.type.qualificationlevelDoctoralen_US
dc.type.qualificationnamePhD Doctor of Philosophyen_US


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