ABSTRACT

Creative workers in media industries work under particular employment conditions and structures that can be described as “atypical employment”. For most of the creative workforce, employment is not full-time, and the average annual income is low and unpredictable. It is important for the creative workforce to know that reputation plays a decisive role in overcoming barriers of entry to networks, and obstacles to employment in artistic-creative projects. Thus, it is crucial to learn how reputational capital can be built, developed, preserved and expanded. Therefore, this paper will present a theoretical framework for reputation management that demonstrates the complex cause-and-effect relationships among a creative worker’s reputational capital as an intangible resource in a media network. It will be shown that a creative worker’s personal branding has instrumental value for the development and maintenance of reputational capital. Moreover, this paper conceptualises reputation management based on a review of related literature for the purpose of conceptual development.

摘要

媒体行业的创意工作者在特定的就业条件和结构下工作，可以称之为“非典型就业”。对于大多数有创造力的劳动力，就业不是全职的，并且平均年收入较低且难以预测。重要的是，富有创造力的员工必须知道，声誉在克服网络进入壁垒以及艺术创作项目中的就业障碍方面起着决定性作用。因此，至关重要的是要学习如何建立，开发，保存和扩展声誉资本。因此，本文将提供声誉管理的理论框架，该框架展示了创意工作者的声誉资本作为媒体网络中的无形资源之间的复杂因果关系。可以看出，创意工作者的个人品牌对于发展和维护声誉资本具有工具性价值。此外，本文基于对相关文献的回顾，将声誉管理概念化，以达到概念发展的目的。