Deriving Meaning: Devolution of the PPC Manager

The purpose of this paper was to investigate the change in learning processes of a Pay-Per-Click (PPC) Manager, by exploring the boundaries in which they operate. Utilizing personal narrative within the cultural-historical activity theory (CHAT) framework, this introductory analysis attempts to examine the interactions between contradicting activity systems in pursuit of a common object, and how these pursuits help to establish the role of identity and meaning within larger communal structures.

Full Paper: Beginning CHAT Analysis

By documenting and exploring my previous personal work experience, I was able to provide insights into a niche perspective that I often feel guilty about conversing about in great length. Additionally, the process by which the CHAT framework aids in guiding this journey compelled me to continue to apply this structure to various aspects of learning and life. Through examining the motivating factors that drive a specific activity, it is possible to begin understanding the purpose behind them.

Confucius once said, “Choose a job you love, and you will never have to work a day in your life.” With our occupations accounting for roughly one-third of our daily lives, the workplace can be viewed as fulfilling, or downright harrowing. This CHAT analysis helps to explore the devolution of PPC Managers, as the privately owned company they work for is acquired by a publicly traded entity. The setting provides the backdrop necessary to highlight the compromises that must be made in order to achieve specific goals and the influence that they have on the development and identity of the individual.