The media literacy divide: Ideological framing of labor in public relations agency internship postings

Abstract

This study examines the institutional practices that shape and inform internships within the public relations industry. The investigation is pursued through a textual analysis of recruitment postings at 18 leading PR agencies and marketing communications firms to provide insights on how the industries solicit student workers, illicit emotional responses to the media text, and exploit the ontological rewards of future employment. This study aims to uncover internship postings role as discursive objects that articulate not only expectations between organizations and students, but also code a certain kind of ideological vision for what intern labor should entail. By examining how agencies solicit intern labor, researchers, educators, and practitioners can gain a better understanding of the defined role and responsibilities of prospective interns. The findings suggest PR and communication agencies recruit labor on two professional tracks: technicians and industry exposure for future management. Future technicians perform emotional labor when solicited by agencies through work-as-fun mantras to join creative cultures rooted in networking and professional development workshops. These individuals are required to be ambitious, personable, self-starters who can work on multiple projects on tight deadlines. Other agency positions feature industry exposure for future managers who are partnered with award-winning professionals. In addition to administrative research and media monitoring skills, I argue media literacy is required for ideal management track candidates who are storytellers, consume and evaluate news coverage, and identify strategic opportunities for the agency or clients within a changing media landscape.