Flexible working schemes in media and communication industries: a shifting landscape

Purpose This overview aims to present the state of the art of the literature in terms of freelancing in media and communication industries. As freelancing has expanded in media and communication industries, studies have captured the dynamics in these fields. The current literature examines freelancing in media and/or communication industries according to two approaches: a first approach, where freelancing key features are explored in the case of media or communication industries overall, and a second approach, where studies focus on a particular industry (e.g. marketing, PR and journalism). Design/methodology/approach By developing a narrative type of literature review, our paper aims to clearly identify the similarities and differences between freelancers working in media (journalism, specifically) and communication industries (public relations, advertising and marketing). We followed the narrative literature review steps, as they were presented by Sarkar and Bhatia (2021, p. 171): (1) identify the questions that would be answered in the review; (2) decide the methodology of conducting the literature review search and appraisal; (3) conduct the literature search and (4) synthesize the evidence that has been gathered; write the draft (and redraft as needed). Findings Similarities range from high levels of autonomy and flexibility, the blend of precarity and satisfaction and the feminisation of freelancing. The differences depend on each profession’s dynamics and major shifts: while journalists face higher levels of precarity and risk, communications freelancers experience a more stable environment with less direct exposure to danger. Constant themes in both types of scholarship are the necessity for continuous skill development and networking, as well as the reliance on digital tools and platforms. Emerging trends can be seen in the shift towards more digital and remote working arrangements, the increased feminisation of freelancing in journalism and communications industries as well as the focus on well-being and mental health amongst freelancers. Research limitations/implications The findings from this study have several theoretical implications. The observed similarities and differences in freelancing across media and communication industries support the theoretical framework of flexible work practices, highlighting the growth of freelancing within the labour market and its dual nature as both liberating and precarious. The constants observed reinforce the necessity for ongoing professional development and adaptability, critical components of the gig economy. The emergent trends align with the theories of digital labour and the evolving nature of work in a globalised, technology-driven world. The feminisation of freelancing and the rise of digital nomadism challenge traditional notions of work and career, suggesting new directions for future research and policy development. Additionally, the increasing focus on mental health and well-being amongst freelancers introduces a critical dimension to the discourse on flexible work practices. It highlights the need for supportive structures and resources that can help freelancers navigate the emotional and psychological challenges of their work. The findings align with emerging theories that recognise the emotional labour involved in managing the uncertainties of freelance work. It calls for a reconsideration of the role of emotional resilience and community-building in sustaining freelance careers, particularly in precarious fields such as journalism. Practical implications Organisations within the media and communication industries should establish clear guidelines and support systems for managing freelancers. Organisations within the media and communication industries should establish clear guidelines and support systems for managing freelancers. Given the findings on freelancer isolation and burnout, the companies can prioritise well-being by offering access to mental health resources, peer networks and wellness programs specifically tailored to freelancers, benefiting from resources such as online support groups, freelance community networks and dedicated mental health services. Additionally, flexible working conditions should be promoted as a standard offering for freelancers, also enabling organisations to capitalise on the flexibility of freelancing and attract top talent by offering project-based work that allows for better work–life balance. Particularly, flexibility is crucial in attracting women and other under-represented groups who value autonomy and better work–life integration. Social implications Furthermore, in order to combat the precarious nature of freelancing, particularly in journalism, companies should not only focus on internal supportive actions and structures but also advocate for industry standards around fair pay, gender equality and support for freelancers in conflict zones or under-represented regions. Freelancers in journalism often face higher risks and precarity, making fair compensation and protection essential to their well-being and productivity. In conclusion, freelancing in media and communication industries is characterised by both similarities and differences, all under the influence of economic, technological and social trends. Originality/value The current paper proposes a comparative literature review between journalism and communications scholarship, focused on freelancing. Such an approach has been prompted by (1) the fact that freelancing in both industries has seen a constant rise and specialisation in the last decades and (2) the lack of such distinctions in specialised literature. The insights we generated through this study can inform future research and policymaking as well as the development of support systems for freelancers.