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Images of the “future of work”. A discourse analysis of visual data on the internet
Jagiellonian University, Poland.
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0001-6955-8350
2023 (English)In: Futures: The journal of policy, planning and futures studies, ISSN 0016-3287, E-ISSN 1873-6378, Vol. 153, article id 103235Article in journal (Refereed) Published
Abstract [en]

This paper presents findings from a critical discourse analysis of visual data gathered in regular, monthly data sampling on Google, DuckDuckGo and Bing on the theme ‘the future of work’ that were published online on Polish and Swedish websites during 2018–2021. Visions about the future in the form of images create an archive of ideas on the potential directions of societal development, where discourse is present both in what is visible, and what is invisible. The study shows predominantly stereotypical framings of work by young office workers. Conclusions are drawn on how the future is visualized contrary to popular claims of job losses that are predicted to strike mainly the younger, middle-class population. In the images collected, humans appear as mainly content in a working life without manual labour, frustration or clutter, but also without leisure, displaying a lack of visions of an older workforce, as well as the possible role of humans as useful and fulfilled without work in the future.

Place, publisher, year, edition, pages
Elsevier Ltd , 2023. Vol. 153, article id 103235
Keywords [en]
Discourse analysis, Future of work, Technology, Visual analysis
National Category
Other Engineering and Technologies
Identifiers
URN: urn:nbn:se:mdh:diva-64179DOI: 10.1016/j.futures.2023.103235ISI: 001075694800001Scopus ID: 2-s2.0-85169031574OAI: oai:DiVA.org:mdh-64179DiVA, id: diva2:1794842
Available from: 2023-09-06 Created: 2023-09-06 Last updated: 2024-01-15Bibliographically approved

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Lindell, Eva

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  • en-GB
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  • fi-FI
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Output format
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  • text
  • asciidoc
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