ABSTRACT
The regime of transmedia work is dominating that of mass media. This chapter examines what ‘transmedia work’ means according to two institutional agents who arguably exercise great influence on how work today: the information and communication technology (ICT) industry and the co-working space industry. It explores a visit to tech-utopia, as constructed through contemporary corporate technology discourse. The chapter discusses the ideological implications of transmedia work discourse as produced by ICT companies and co-working spaces. It suggests that both streams of discourse work to legitimize transmediatization. The chapter provides a cultural-materialist critique of the promises left by co-working spaces. Constructing mobility, networking, and self-entrepreneurship as virtues in the new world of work, ICT companies steer transmedia workers into work in non-traditional workplace settings and new work modes. Technology discourse constructs an ideal worker who submits to the demands placed on her in the new work economy: flexibility, responsibility, proactivity, mobility, and so forth.
