Abstract
ABSTRACT This study attempted to problematise and partially clarify digital media as a professional practice in New Zealand by analysing job advertisements. There were three key outcomes of the study. First, digital media was found to suffer from ambiguity as a practice. Second, six core facets of digital media as a professional practice were identified and help clarify what a digital media practitioner does. These are ‘digitisation’, ‘content’, ‘communication’, ‘technology’, ‘management’, and ‘strategy’. Third, interdisciplinary skills, especially T-shaped skills profiles, were re-confirmed as beneficial to those seeking employment in fields that involve digital media. The outcomes of this study are of use to those currently studying or seeking first time employment in digital media, as the results may help them connect their education to potential employment. Likewise, it may help educators tailor lessons and programmes. Academics may find the research purposeful, as it problematises digital media as a practice and helps define it.
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