ABSTRACT
This chapter focuses on the positions and position-takings of large-scale organizations and their structured components vis-à-vis others in die field. Pierre Bourdieu developed the idea of ‘field’ in relation to cultural production, and applied it in particular to art and literature. Certain industries – like fashion, film, music, publishing and other media and entertainment industries – are characterized by a number of general features that make them resemble the art and literary fields of cultural production and thus seem perfect candidates for field analysis. Fashion magazines exemplify die structural homology in the distribution of positions in the field. Die field of advertising production consists mainly of advertising agencies and their clients, as well as market-research consultants, production companies, and studios and agencies of various kinds related to the world of entertainment. Creative products must conform to preconceived ideas of what is appropriate in the context and must also exhibit an acceptable level of proficiency.
