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From “mad men” to “math men”

Author

Listed:
  • Thierry Viale
  • Yves Gendron
  • Roy Suddaby

Abstract

Purpose - The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed (within the agencies) as a new legitimate form of expertise, able to produce relevant and detailed knowledge about the government of web users. Design/methodology/approach - The authors carried out a field examination in France, predicated on 100 interviews with actors involved in communication consultancy. Drawing on the concepts of governmentality and inter-jurisdictional experimentation, the authors examine how digital measurement expertise acquired legitimacy within agencies. The authors also analyze how contemporary technologies of measurement and surveillance, as operated by in-house digital experts, provide advertising specialists and advertisers with increasingly precise data on consumer conduct and thought. Findings - The constitution and legitimization of digital measurement expertise was characterized by experimentation, culminating in the production of persuasive claims of tangibility concerning communication impact, and in relative agreement on the relevance of digital expertise in operating increasingly powerful technologies of measurement and surveillance. Originality/value - While the role of experts in promoting and implementing neoliberal governmentality is emphasized in the literature, the study indicates that considerable work is needed to develop and legitimize expertise consequent with neoliberalism. Also, the analysis highlights that the spread of digital measurement expertise and knowledge production in the government of web users constitutes a noteworthy step in the neoliberalization of society. Behind the front of “free” conduct lies an increasingly powerful network of technologies and expertise aimed at rendering consumer conduct knowable and predictable.

Suggested Citation

  • Thierry Viale & Yves Gendron & Roy Suddaby, 2017. "From “mad men” to “math men”," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 30(2), pages 270-305, February.
  • Handle: RePEc:eme:aaajpp:aaaj-12-2014-1887
    DOI: 10.1108/AAAJ-12-2014-1887
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    Citations

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    Cited by:

    1. Gendron, Yves & Andrew, Jane & Cooper, Christine, 2022. "The perils of artificial intelligence in academic publishing," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 87(C).
    2. Gendron, Yves, 2018. "On the elusive nature of critical (accounting) research," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 50(C), pages 1-12.
    3. Norton, Simon D., 2018. "Suspicion of money laundering reporting obligations: Auditor compliance, or sceptical failure to engage?," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 50(C), pages 56-66.
    4. Radcliffe, Vaughan S. & Spence, Crawford & Stein, Mitchell & Wilkinson, Brett, 2018. "Professional repositioning during times of institutional change: The case of tax practitioners and changing moral boundaries," Accounting, Organizations and Society, Elsevier, vol. 66(C), pages 45-59.
    5. Bujaki, Merridee L. & Gaudet, Stéphanie & Iuliano, Rosa M., 2017. "Governmentality and identity construction through 50 years of personal income tax returns: The case of an immigrant couple in Canada," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 46(C), pages 54-74.
    6. Knudsen, Dan-Richard, 2020. "Elusive boundaries, power relations, and knowledge production: A systematic review of the literature on digitalization in accounting," International Journal of Accounting Information Systems, Elsevier, vol. 36(C).

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