Blurring Boundaries

A Longitudinal Analysis of Skills Required in Journalism, PR, and Marketing Job Ads

Bibliographic Data

ID21643643
AuthorsJana Bernhard-Harrer (0000-0002-7632-2802, University of Vienna), Uta Rußmann (0000-0002-8684-6976, Universität Innsbruck, corresponding author)
Year2024
Volume101
Issue3
Pages612-636
Publication date2024-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism & Mass Communication Quarterly (JOURNAL)
Journal identifiersISSN: 1077-6990 • E-ISSN: 2161-430X
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/10776990231181544
OpenAlexW4384407524
LanguageEN
Citations received6
References cited37

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

Business · Economics · Journalism · Media studies · Political science · Public relations · Sociology · Corporate Identity and Reputation · Management and Marketing Education · Public Relations and Crisis Communication · Marketing

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Open DOIOpen Access