Vem vill du vara? Televiserad arbetsetik – en kritisk diskursanalys

Abstract

In this article, we analyze how jobseekers are represented in the reality-TV series The best employment office in Sweden, broadcast on Swedish public television in 2018. Based on a critical discourse analysis, we argue that the series illustrate a broader ideology of today, encouraging continuous makeover among individuals and organizations as well as society at large. According to such ideology, labour appears as a concern primarily for the individual jobseekers who are to strengthen their employability, in order to be competitive in the job market.