Abstract

This chapter explores how creators and advertising agents work together as dual markets within the industry of advertising. These markets can be approached as a field where different actors compete to legitimize their forms of knowledge, expertise, and taste classifications for the promotion of brands and products. The notion of field – borrowed from French sociologist Pierre Bourdieu – refers to bounded spaces of action and interaction (Bourdieu 1993a). In this chapter we will consider advertising and content creation as cultural and economic activities that increasingly interact with each other in a bounded space – the field of advertising – operating according to rules, strategies, players, and capitals.