REKLAMA JAKO SPORT WALKI. POLSKIE POLE PRODUKCJI REKLAMOWEJ W ŚWIETLE SOCJOLOGII SZTUKI PIERRE’A BOURDIEU

The title of this paper refers to the famous metaphor used by Pierre Bourdieu, who compared the sociology to a combat sport. The tools of Bourdieu’s sociology of art shed new light on the processes taking place in the advertising agencies (typically analyzed by the sociology of organizations or sociology of communication), in particular the work of copywriters and art directors (“creative employees”). The field of art and the field of cultural production where advertising should be placed, have a lot in common. Similar symbolic struggles take place within both fields. The difference lies in involved actors, the stakes (fr. enjeux) and the source of legitimacy in the field.