The End of Work or Overworked? Self-Service, Prosumer Capitalism, and 'Irrational Work

Bibliographic Data

ID2291844
AuthorsChristopher Andrews (0000-0001-5355-3328, Drew University, corresponding author)
Year2018
Volume88
Issue4
Pages649-672
Publication date2018-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSociological Inquiry (JOURNAL)
Journal identifiersISSN: 0038-0245 • E-ISSN: 1475-682X
PublisherWiley (PUBLISHER • GB)
DOI10.1111/soin.12223
OpenAlexW2789541175
LanguageEN
Citations received4
References cited31

Drawing upon Ritzer's McDonaldization thesis (1993) as well as his more recent theories of consumption (1999) and 'prosumer capitalism' (2015a, 2015b), this study examines whether recent developments in self-service technology are in fact eliminating jobs as predicted. Focusing on the introduction of a specific self-service technology (i.e., self-checkout lanes) within a particular industry (i.e., supermarkets), the author compares claims of job loss against official employment statistics and industry data as well as interviews with twenty-two labor officials, managers, and employees at a major supermarket chain ('SuperFood'). Findings suggest that efforts toward further rationalization of supermarkets through the use of automation and self-service are offset by 'irrational' outcomes that are inefficient (e.g., labor costs), unpredictable (e.g., computer errors), incalculable (e.g., theft), and potentially disenchanting to consumers (e.g., lack of personal service). Furthermore, these new means of consumption may not only be rationalized and disenchanting, but also reenchanting, using spectacles, simulations, and fantasies to attract and exploit consumers. The article concludes with a discussion of how prosumer capitalism results in 'irrational work,' unpaid work that offers little economic incentive, threatens paid employment, and negatively affects consumers' ability to purchase goods and services

Business · Capitalism · Consumption (sociology) · Economics · Incentive · Irrational number · Labour economics · Market economy · Microeconomics · Political science · Prosumer · Rationalization (economics) · Service (business) · Sharing economy · Social science · Sociology · Tertiary sector of the economy · Work (physics) · Consumer Retail Behavior Studies · Digital Economy and Work Transformation · Employment and Welfare Studies · Engineering · Law · Marketing

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