Images of the “future of work”. A discourse analysis of visual data on the internet

Bibliographic Data

ID9843591
AuthorsMałgorzata Ćwikła (0000-0003-3724-7296, Jagiellonian University, corresponding author), Eva Lindell (0000-0001-6955-8350, Mälardalen University, corresponding author)
Year2023
Volume153
Pages103235
Publication date2023-10-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueFutures (JOURNAL)
Journal identifiersISSN: 0016-3287 • E-ISSN: 1873-6378
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.futures.2023.103235
OpenAlexW4385973392
LanguageEN
Citations received4
References cited49

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

Media studies · Object (grammar · Political science · Population · Public relations · Sociology · The Internet · Theme (computing · Vision · Work (physics · Workforce · World Wide Web · Artificial Intelligence · Computer Science · Emotional Labor in Professions · Employment and Welfare Studies · Law · Youth Education and Societal Dynamics

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Open DOIOpen Access