Article:

»Wirbst du noch oder empfiehlst du schon?«. Transformation der Wissensproduktion von Werbung

«Wirbst du noch oder empfiehlst du schon» («Are you still advertising or do you already recommend») is the strapline of the advertising network plista. It advertises a media technology (recommender systems) that according to the slogan will displace classical advertising by the concept of recommending. This paper takes this claim as a starting point for contextualizing it within the theoretical and practical discourse of advertising and for interpreting it from a media studies perspective. Finally, this article will reflect on the consequences of this transformation with regard to the observation that advertisement is often a basis for the production of knowledge within media studies itself. So, what kind of knowledge can media studies generate from recommender systems in contrast to classical advertising?