Academic Literature of the 2010s on the Theoryand Practice of Advertising and Public Relations
Abstract
The article highlights the main world features, trends in scientific research in 2010s on the problems of advertising and public relations. To that end, the content of the most influential scientific and educational publications on advertising and public relations of 2010-2019 has been analysed, there has also been used a comparative analysis of scientific articles of 2008-2009 and 2019-2020, has been identified the main differences between the beginning and the late 2010s in these aspects.
There was established that the scientific apparatus of semiotics, marketing semiotic, commercial semiotic, socio-semiotic, semio-pragmatic and other semiotic approaches have been fruitfully used for the researches in these two areas. Business cases and general patterns of advertising and PR have often been the subject of academic activity as part of several larger and very topical issues: Big Data, artificial intelligence, social media, Internet of Things, neuromarketing, e-events, public interest, various tasks and types of object-oriented methods. The researches based on the concepts of mediatisation, postadvertising, and algorithmic capitalism featured prominently. The issue of advertising literacy as a component of media literacy was actively developed. During the 2010s, the attention focus of advertising and public relations scholars was shifted from a general theoretical analysis of creativity towards digital communications. The ones of the leading, most popular subjects of research have become influencers, opinion leaders in digital social networks.
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References
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