Abstract
In today’s hybrid media system, communication professions are connected to media convergence, and this leads to a blurring of boundaries between journalism, public relations (PR), and marketing. Our study demonstrates the blurring boundaries of the communication professions through a longitudinal automated semantic analysis of 336,629 job postings in the fields of journalism, PR, and marketing published between 2015 and 2020 in Austria and Germany. Similarities in skills demanded in job postings in journalism, PR, and marketing in Austria and Germany are greater than differences, but the three job fields are still distinguishable from each other.
| Original language | English |
|---|---|
| Pages (from-to) | 612-636 |
| Number of pages | 25 |
| Journal | Journalism & mass communication quarterly |
| Volume | 101 |
| Issue number | 3 |
| Early online date | 15 Jul 2023 |
| DOIs | |
| Publication status | Published - Sep 2024 |
Austrian Fields of Science 2012
- 508005 Journalism
Keywords
- automated content analysis
- job advertisments
- PR
- Marketing
- journalism
- skills
- automated text analysis
- employment ads
- longitudinal analysis
- communication professions