Copywriters on freelance platforms: a literature review on platformization in the field of advertising
a literature review on platformization in the field of advertising
DOI:
https://doi.org/10.4013/fem.2023.251.13Abstract
In this article, we present a literature review concerning a current investigation about ethical issues that affect copywriting professionals on platforms, from an advertising market perspective. Therefore, we assembled the main findings from its research, which comprehends theses and dissertations, as well as articles published in annals of events, and journals regarding themes concerning freelance work and the platformization (Grohmann, 2021) in the field of advertising. We observe how platformization perpasses work routine through its digital and collaborative business models, resulting in consumption changes and fragmentation of copywriters’ identities. Such context reveals the subject’s contradictions, which is constrained by entrepreneurship discourses (Casaqui, 2018) and the illusion of freedom in creativity.
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