The Classless workplace: The Digerati and the new spirit of Technocapitalism

This article argues the formation of a new type of economic actor at the intersection of a new capitalism and a new technology: The digerati. The article is based on a discourse analysis of the popular magazineWired, which registers the culture of contemporary technocapitalism. The article suggests that the new persona of the digerati is constructed as a rejection of the ethics, which dominated the Fordist workplace and Fordist society: Hierarchy and differentiation between workers, on the one hand and capitalists and managers, on the other hand. The article describes the transformation of these two categories—workers and capitalists—into the digerati worker and the digerati entrepreneur, respectively. Set within the context of the structural transformations of capitalism from Fordism to post-Fordism, the article shows the ideological fit of the new ethics of the digerati to the new working arrangements of post-Fordist capitalism, characterized by more
privatizes, flexible, and precarious working arrangements.