Representing robots as living labour in advertisements: the new discourse of worker–employer power relations

Critical Discourse Studies 10 (4):392-405 (2013)

Abstract
This paper presents a critical multimodal analysis of the representation of robots and work in recent commercials. Commercials were selected that represented robots not as tools of industry but as workers. Robots are increasingly endowed with the ability to not only take on the work of human workers engaged in productive, material forms of labour but immaterial, affective forms of labour as well. Rather than being represented as dead capital, the robots instead function within the narratives as living labour and therefore capable of producing value. What is most notable in these commercials is how the demands and conditions of ‘employment’ for the robots echoes neoliberal transformations of work from individuated Fordist forms of production to post-Fordist team-based forms in which workers must increasingly participate in their own management and, therefore by extension, their own subordination.
Keywords No keywords specified (fix it)
Categories No categories specified
(categorize this paper)
ISBN(s)
DOI 10.1080/17405904.2013.813773
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 44,327
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Resemiotization.Rick Iedema - 2001 - Semiotica 2001 (137).
Thisstream of Events'/Ow of Objects' Mean?Rick Iedema - 2001 - Semiotica 137 (1/4):23-39.

View all 7 references / Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles

Exploitation Via Labour Power in Marx.Henry Laycock - 1999 - The Journal of Ethics 3 (2):121--131.
On the Moral Responsibility of Military Robots.Thomas Hellström - 2013 - Ethics and Information Technology 15 (2):99-107.
Humans, Animals, and Robots.Mark Coeckelbergh - 2011 - International Journal of Social Robotics 3 (2):197-204.
Inequality and the Labour Market: Employers.Julia Lane - 2009 - In Wiemer Salverda, Brian Nolan & Timothy M. Smeeding (eds.), The Oxford Handbook of Economic Inequality. Oxford University Press.
Talking to Robots.Mark Coeckelbergh - 2011 - On the Linguistic Construction of Personal Human-Robot Relations.
Power in the Structure of Power Relations.Ivan Buraj - 2010 - Filozofia 65 (5):417-427.
Personal Robots, Appearance, and Human Good.Mark Coeckelbergh - 2009 - International Journal of Social Robotics 1 (3):217-221.

Analytics

Added to PP index
2018-08-01

Total views
5 ( #1,027,449 of 2,271,521 )

Recent downloads (6 months)
5 ( #263,348 of 2,271,521 )

How can I increase my downloads?

Downloads

Sorry, there are not enough data points to plot this chart.

My notes

Sign in to use this feature