The End of Work or Overworked? Self‐Service, Prosumer Capitalism, and “Irrational Work”

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.