Over the last two decades, media and associated creative disciplines have moved increasingly towards digital and online production. This shift has seen proprietary software companies clamouring for market share by proclaiming their product as ‘industry standard’ ( Keith et al., 2021). These discourses of professionalism implicitly suggest that proficiency in particular software leads to improved employment outcomes. In turn, many higher education institutions have co-opted this branding message, embedding specific software in their marketing materials. To this end, this research aims to unpack the notion of proprietary software as ‘industry standard’, by undertaking a quantitative survey of media job advertisements. It also aims more broadly to determine what constitutes a ‘media job’ in today’s labour market.

在过去的二十年里，媒体和相关的创意学科越来越多地转向数字和在线制作。这种转变已经看到专有软件公司通过宣称他们的产品为“行业标准”来争夺市场份额（Keith 等人，2021 年）。这些专业性话语隐含地表明，对特定软件的熟练程度会导致就业结果的改善。反过来，许多高等教育机构也采用了这种品牌信息，将特定软件嵌入到他们的营销材料中。为此，本研究旨在通过对媒体招聘广告进行定量调查，将专有软件的概念解读为“行业标准”。它还旨在更广泛地确定当今劳动力市场中“媒体工作”的构成。