ABSTRACT

This chapter and the next focus on empirical data gathered from the advertising sector. This sector was chosen on the basis of a literature review of creativity where artistic endeavours epitomized this form of activity. Appendix 1 on methodology noted two forms of triangulation: data and theory. These were used to provide coherence and show relational relevance between the theoretical framework and the empirical data using Denzin’s (1989) ‘levels of person analysis’ were framed using the methodological approaches of the twoway relationship between producers/services and users or ‘co-configuration’ (Victor and Boynton, 1998) and ‘epistemic cultures’ (Knorr Cetina, 2005a and 2005b). In addition to these, it will also apply a microsociological stance (Knorr Cetina and Bruegger, 2002a) where ‘micro and macro’ structures are used to provide contrasts and comparisons of creative knowledge application. The data referred to in Chapters 6 and 7 were collected from interviews of practitioners and academics in the advertising sector (Appendix 2 and the related quotations/references are denoted by ‘SL’, e.g., SL3, at the end). Also included are external sources relating to the sector, and the interdisciplinary theoretical framework provides evidence that is rich and textured. By focusing on the creative application of knowledge at three levels: intra and inter-sectoral, and the inf luence of creative knowledge working in operational cultures, this and the following chapters will also address the research questions posed at the outset in Chapter 1 :

a) What are the characteristics of knowledge work in the sector? b) What are some examples of this type of knowledge working in the sector

under examination? c) What is the importance of the creative dimension to knowledge work in

this sector? And finally, d) What are the related and requisite skills, abilities, personalities, and con-

texts necessary for creative knowledge work to occur?