Premium
A smart place to work? Big data systems, labour, control and modern retail stores
Author(s) -
Evans Leighton,
Kitchin Rob
Publication year - 2018
Publication title -
new technology, work and employment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.889
H-Index - 45
eISSN - 1468-005X
pISSN - 0268-1072
DOI - 10.1111/ntwe.12107
Subject(s) - governmentality , big data , assemblage (archaeology) , control (management) , work (physics) , corporate governance , automation , discipline , business , industrial organization , marketing , sociology , economics , computer science , management , engineering , politics , political science , social science , law , mechanical engineering , ecology , biology , operating system
The modern retail store is a complex coded assemblage and data‐intensive environment, its operations and management mediated by a number of interlinked big data systems. This paper draws on an ethnography of a retail store in Ireland to examine how these systems modulate the functioning of the store and working practices of employees. It was found that retail work involves a continual movement between a governance regime of control reliant on big data systems which seek to regulate and harnesses formal labour and automation into enterprise planning, and a disciplinary regime that deals with the symbolic, interactive labour that workers perform and act as a reserve mode of governmentality if control fails. This continual movement is caused by new systems of control being open to vertical and horizontal fissures. While retail functions as a coded assemblage of control, systems are too brittle to sustain the governmentality desired.