Abstract

Changing images of work in discourse both portray and co-constitute the shift from an industrial to a postindustrial economy. Specifically, work metaphors appear in extra-scientific and intra-scientific discourse on workers and work structures in the natural and social world. An analysis of the entomological discourse from the late nineteenth century to the present shows changes in these metaphors that overlap with the discourse of change in human work and organizational structures. For instance, the metaphor of a busy bee within an efficient hive had traditionally evoked a comparison to the modern industrial workplace. The discourse on the hive currently more closely resembles a postindustrial conception of work. Discourse analysis can illustrate the role of language in co-constructing shared changes in image of work