本文采取職業社會學視角,通過對廣告從業者的深度訪談,考察大數據興起以來廣告職業的內部分化與外部競爭。文章認為,廣告職業的內部地位差異正在由國際4A與本土公司之間,轉移到新興技術型公司與傳統廣告公司之間;技術性人才的涌入為廣告行業帶來拼貼式的人才景觀;在外部力量方面,媒體與客戶對職業管轄權的競爭集中于對媒體資源和數據資源的占有,廣告職業唯有重建權威知識體系、重建職業主義,才能在邊界沖突中掌握主導權。

From the perspective of sociology of profession, the current study investigated internal divide and external competition of the advertising industry under the influence of big data by conducting in-depth interviews among senior advertising professionals. Findings of the current study revealed that the internal status difference within the advertising profession has been shifted from the difference between traditional 4A agencies and local agencies to the difference between innovative technology agencies and traditional agencies. As a result of the influx of technological talents into the advertising industry, the current labor composition of the advertising industry has become a collage style. From the external aspect, the competition of advertising profession control from media and clients focus on the control of media and data resources. Advertising, as a profession, can regain leading position in the competition only by reconstructing the professional knowledge system and rebuilding professionalism.