ABSTRACT

This study attempted to problematise and partially clarify digital media as a professional practice in New Zealand by analysing job advertisements. There were three key outcomes of the study. First, digital media was found to suffer from ambiguity as a practice. Second, six core facets of digital media as a professional practice were identified and help clarify what a digital media practitioner does. These are ‘digitisation’, ‘content’, ‘communication’, ‘technology’, ‘management’, and ‘strategy’. Third, interdisciplinary skills, especially T-shaped skills profiles, were re-confirmed as beneficial to those seeking employment in fields that involve digital media. The outcomes of this study are of use to those currently studying or seeking first time employment in digital media, as the results may help them connect their education to potential employment. Likewise, it may help educators tailor lessons and programmes. Academics may find the research purposeful, as it problematises digital media as a practice and helps define it.

摘要

本研究试图通过分析招聘广告，将数字媒体作为一种专业实践在新西兰存在问题并部分澄清。该研究有三个关键结果。首先，人们发现数字媒体作为一种实践存在模棱两可的问题。其次，确定了数字媒体作为专业实践的六个核心方面，并有助于阐明数字媒体从业者的工作。它们是“数字化”、“内容”、“通信”、“技术”、“管理”和“战略”。第三，跨学科技能，特别是 T 型技能概况，被再次确认对那些在涉及数字媒体的领域寻求就业的人有益。本研究的结果对目前正在学习或寻求首次在数字媒体领域工作的人有用，因为结果可能有助于他们将教育与潜在就业联系起来。同样，它可以帮助教育工作者定制课程和计划。学者们可能会发现这项研究是有目的的，因为它将数字媒体作为一种实践问题并有助于对其进行定义。