Net work:the professionalizationof web designKennedy Helen (2010)                    Raphaëlle LAUBIE                     ...
KENNEDY, HELEN                  Principal Lecturer in Interactive Media in the School                  of Social Sciences,...
ISSUEPaper is a call for research response to Gill’s 2002 paper invoking that newmedia workers are rarely studied:- What t...
LITERATURE INPUTS: CHARACTERISTICS OF WIntense passion for their work (web professionals) mainly explains but thepleasurab...
LITERATURE INPUTS: STRATEGIESBecause precarity and affect are linked (Ehrenstein, 2007), strategies have tobe developed: -...
ON PROFESSIONALISM IN NEW MEDIA WORKProfessionalism in new media work with relationship between policy and workIdentity (C...
ON PROFESSIONALISM IN NEW MEDIA WORK                Accessibility   #1           Accessibility as a necessary component of...
ON PROFESSIONALISM IN NEW MEDIA WORK                Keeping up   #2           Research participants testimonies:          ...
ON PROFESSIONALISM IN NEW MEDIA WORK                Keeping up   #2           Therefore web workers are ‘always on’, and a...
ON PROFESSIONALISM IN NEW MEDIA WORK                 A serious craft                 One of the things that Sennett (2006)...
ON PROFESSIONALISM IN NEW MEDIA WORK                Networking practices                Is Networking important in web des...
CALL FOR RESEARCHQuestions that remained unanswered: - Is the professionalization of web design a form of control, and if ...
Net work: the professionalization of web designKennedy Helen  Personal Branding                       raphaelle.laubie@ora...
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Professionalism on media work

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Professionalism on media work

  1. 1. Net work:the professionalizationof web designKennedy Helen (2010) Raphaëlle LAUBIE 1
  2. 2. KENNEDY, HELEN Principal Lecturer in Interactive Media in the School of Social Sciences, Media and Cultural Studies at the University of East London. Researching new media in/equalities, Interested in collaborative new media production, her current research on Inclusive New Media Design focuses on new media design and production practices She has published articles and edited a book on the subjects of gender, technology, in/equality and virtual identity. Her interactive media practice includes a range of collaborative projects, on which she has worked as project manager, website builder and programmer. Net work: the professionalization of web design Kennedy Helen 2
  3. 3. ISSUEPaper is a call for research response to Gill’s 2002 paper invoking that newmedia workers are rarely studied:- What they feel about their work- What works mean to themINMD (Inclusive New Media Design)’s panel of 31 designers (13 w and 18 m):- web designer- web developer- digital content producer- creative director- information architect Net work: the professionalization of web design Kennedy Helen 3
  4. 4. LITERATURE INPUTS: CHARACTERISTICS OF WIntense passion for their work (web professionals) mainly explains but thepleasurable activity (Gill, 2007; Christopherson, 2004; Kennedy, 2009. Neff atal., 2005)Importance of creativity: (Florida, 2003) - work practices - lifestylesWhat Ross (2003) calls “the industrialisation of bohemia’’:- uneven project based working patterns (up to 80-hour weeks)- flexibility and adaptibilityCharacteristics of these working patterns: - freedom and autonomy (Leadbeater,and Oakley, 1999) (+) - heterarchical organisations (Writtel et al., 2002) (+) - ‘corrosion of character’ due to the lack of stability (Sennett, 1998) (-) - individualization of work implying an increased sense of risk (Deuze, 2007;Sennett, 1998, 2006) (-) Net work: the professionalization of web design Kennedy Helen 4
  5. 5. LITERATURE INPUTS: STRATEGIESBecause precarity and affect are linked (Ehrenstein, 2007), strategies have tobe developed: - Mobilisation of experience - Networking  matter of culture (Castell, 1996)  core competence of new media workWith network characteristics:- is a matrix of fleeting and dynamic encounters, a response to the transient and disembedded conditions of late capitalism (Wittel, 2001) (+)- replacement of hierarchies with loose networks at work is indicative of increased ambiguity and other ills in work today (Sennett, 2006) (-)With limits, it doesn’t apply to all media work Net work: the professionalization of web design Kennedy Helen 5
  6. 6. ON PROFESSIONALISM IN NEW MEDIA WORKProfessionalism in new media work with relationship between policy and workIdentity (Christopherson, 2004) :- in old media (television and film), workers defined themselves as professionals – ‘occupational groups that are self-governing’ (2004: 551),- recent economic and regulatory changes mean that old and new media workers alike are increasingly entrepreneurial – that is, ‘self-investors’ whose ‘career goal is success as an independent contractor, not in full- time, long-term employment’ (2004: 552) ‘new media work is more appropriately characterized as entrepreneurial than as professional’Web evangelist Molly Holzschlag defines this new professionalism as follows:‘The essence of this new professionalism isn’t about being perfect at what we do. It’s being able to say: Hey, I don’t know that. Let me go find out. This new professionalism means taking responsibility for the education of ourselves and each other. (2005)’ Net work: the professionalization of web design Kennedy Helen 6
  7. 7. ON PROFESSIONALISM IN NEW MEDIA WORK Accessibility #1 Accessibility as a necessary component of the project of being a good web professional. Commitment to web accessibility for groups of people with a wide range of disabilities is striking (‘turn’Building an towards professionalism) accessible Ten years ago, it was common to believe that designingweb, for an accessibly limited creativity. Number of web designersaudience as and developers are increasingly committed to accessibility as an integral part of their work. broad as possible Accessibility no longer hinders creativity – instead, creativity is mobilized as a means to come up with accessible design solutions Net work: the professionalization of web design Kennedy Helen 7
  8. 8. ON PROFESSIONALISM IN NEW MEDIA WORK Keeping up #2 Research participants testimonies: I listen to a lot of podcasts on my mobile.…I tend to listen to them when I’m washing up, walking or doing other things that I need to do, but don’t need to think about.The effort (Timothy, self-employed web developer) I’ve got an iPhone and use that to send and receive emails, and subscribe tothat they podcasts.… I update Twitter regularly using Hahlo and have even blog posted from my iPhone. I have gReader bookmarked where I read rss feeds.… I follow make to many in the standards community who are already using Twitter to share information, link to blog posts, etc. The reactions are immediate and there has keep up been some interesting debate on Twitter, all in 140-letter posts!with their (Gregory, self-employed web designer) New professionalism of web workers is the trade ability to acknowledge and take responsibility for gaps in knowledge (Holzschlag, 2005) Net work: the professionalization of web design Kennedy Helen 8
  9. 9. ON PROFESSIONALISM IN NEW MEDIA WORK Keeping up #2 Therefore web workers are ‘always on’, and according to Ross (2003) ‘such workstyles suck’ and is working as ‘like being paid for a hobby’ (Gill, 2007)The effort Probably the main reason I love the industry I work in so much is the communication aspect, so that anyone anywhere can communicate with anyonethat they else because of this brilliant tool. And every day that excites me and it excites me how different people use it and the new things and the new ideas people make to are coming up with. Underpinning all that, my interest in usability and accessibility is trying to keep up make sure that anyone, on any device, with any ability, can use that communication tool, because I think it would be a grave shame if we didn’twith their make sure that it was open to everyone. (Gregory, self-employed web designer) trade What comes first for this web worker, passion or professionalism? The two items are tightly linked. Net work: the professionalization of web design Kennedy Helen 9
  10. 10. ON PROFESSIONALISM IN NEW MEDIA WORK A serious craft One of the things that Sennett (2006) laments in the #3 postmodern culture of the new capitalism is the shift from depth to surfaceWhat counts In web design the flexible worker and the craftsperson, are not opposites. Thus it is possible to be simultaneously at work an adaptable, entrepreneur-like labourer intoday is the contemporary flexible organizations, a craftsperson and a professional.deeper skills of the Craftspersonship and flexibility are both intricately bound up with professionalism, as caring about realizingcraftsperson the craft of web design well, which in turn means being flexible and adaptable, and keeping up to date with new developments. Net work: the professionalization of web design Kennedy Helen 10
  11. 11. ON PROFESSIONALISM IN NEW MEDIA WORK Networking practices Is Networking important in web designers work? Networking is important when you think about being active in your industry. But if you’re active in the industry and you’re putting stuff out and you’re out #4 there being known for what you’re doing then that’s really important.…It does depend on how you define networking. (Paul, creative director, independent web design agency)Networking Sharing experiences are the ‘best thing’ about the workshops, and many participants shared what theypractices is learnt in them, by discussing, sharing physical resources, sharing or blogging about the project. Participation in networking/sharing practices is voluntary, self-managed and self-regulated. By opening up their code for feedback from others, web designers assume individual responsibility for maintaining high, professional standards. Net work: the professionalization of web design Kennedy Helen 11
  12. 12. CALL FOR RESEARCHQuestions that remained unanswered: - Is the professionalization of web design a form of control, and if so, who iscontrolling what? - Are its ethical codes – of web standards and of accessibility –a means of excluding outsiders? - If so, who is getting excluded when web designers talk about good and badweb design practice? - What does it mean, then, ideologically, to talk about web design asprofessionalized and professionalizing, and what are the consequences forweb audiences, especially disabled ones? - It is laudable that accessibility and inclusion form part of a sense ofprofessionalism among web designers, but what are the full political andeconomic implications of this?Addressing these questions will contribute to our understanding of the labourand politics of web design. Net work: the professionalization of web design Kennedy Helen 12
  13. 13. Net work: the professionalization of web designKennedy Helen Personal Branding raphaelle.laubie@orange.fr fr.linkedin.com/in/raphaellelaubie facebook.com/raphaelle.laubie twitter.com/RaphaelleLAUBIE Raphaëlle LAUBIE 13

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