Look at your planned profession carefully; what
can you do as a knowledge worker to ensure you cannot be replaced by smart
machines?
With the rise of
economic technology a future of smart machines replacing certain jobs has
already occurred and looks to threaten even more careers (Salt, 2014). Accompanied with this thought is a dystopian
future where the machines take control, think of movies such as Terminator,
Metropolis and Elysium. Despite this dreary outlook, can we really lose control
to machines? Can knowledge workers, especially in the journalism and public
relations industry, be replaced? I don’t think so and I will show you why.
Firstly, Peter Drucker
coined the term ‘knowledge workers’ to explain how knowledge was the main
resource for the globalized economy (Correia, &
Dirk, 2010). This shows how
knowledge and economy are interlinked, with knowledge workers “absorbing,
creating and moving knowledge” (Correia, &
Dirk, 2010).
Welsch (1996) stated
that future jobs would be scarce due to technology replacing workers. However
workers, especially knowledge workers, through experience and expertise
are able to provide insights into establishing the best objectives and pathways
for the company to thrive economically (MacDougall,
& Hurst, 2005; Gerald, 2009).
Despite the importance
of knowledge workers, it is the innovators, consumers and investors that
receive the capital in technology market (Schumpeter, 2013). This then leads to
the thought that these workers are expendable. The car industry is prime
examples of how smart machines have changed the way cars are made with limited
manual labour (Mortimer, 2003).
 |
| Technology changing journalism (Gunelius, 2013). |
Schumpeter (2013)
states that this is just the start of the smart machines takeover with
occupations such as writers are the next to be replaced by well-oiled machines.
Well there goes my career! However, maybe not as I believe in the journalist
profession it’s not just about putting words on a paper or screen. When you are
reporting you are telling a story. You have to breathe life into the words and
to tackle different subjects you need empathy. There is a need for a creative
mind and ability to collaborate and consult (Schumpeter, 2013). This is
essential to knowledge workers “…so they can learn and contribute through
others in team/community participation” (Holtshouse, 2009, p.18). These are valuable
practices that would be lost on machines.
The same principles
can be applied to the public relations profession. Practitioners already
utilize online monitoring tools
that are able to gather data and assess campaigns and message reach (Johnston, & Zawawi, 2009; Brandwatch, 2015). The smart machines are gathering this data
however it is up to the public relations practitioner to make sense of the
information. For example, to see whether the campaign needs to be adjusted and
in what ways will have a more positive affect on the target audiences.
The key is the
knowledge of sense-making that
will be the definitive mark on ensuring that careers in journalism and public
relations are not replaced by smart machines.
A notable argument is
made by McKinsey Global Institute that stated, “…being spared relatively
undemanding tasks will free knowledge worker(s) to deal with more complex ones,
making them more productive” (Schumpeter, 2013). This highlights how smart machines can
enhance the productivity and effectiveness of the knowledge worker.
It is not about resisting
the technology rather adopting and using it to your own advantage, in other
words keeping in control of the technology and not letting it control you
(Sulek & Marucheck, 1994).
Welsch states that this
creates hierarchal gaps with knowledge workers by how they understand and
utilize the machines. If you are unable to adopt the new technology, you are
almost already demoted. Cleary (2006) stated that like the economy the newsroom
is a place where workers of knowledge have to keep current to ensure the
competitive edge of the worker and the company.
To make sure that in
the professions of journalism and public relations are not replaced by smart
machines I will have to make sure I gain valuable experience and knowledge
passed down by predecessors. I will have to keep thinking innovatively,
collaborate and discuss with others in and outside of my profession. It is
important not resist the technology but instead use it to improve the produced
work, essentially adapt.
Our minds are more
complex than any machine. Heck, we haven’t even figured it out yet and it was
our minds that created the machines. With that the Terminator future can wait,
because knowledge workers will most likely have an edge to make sure we don’t
lose control or our jobs.
References
Cleary, J. (2006). From the classroom to
the newsroom: Professional development in broadcast journalism. Journalism
& Mass Communication Educator, 61(3), 254-266. Retrieved from http://search.proquest.com/docview/215288558?accountid=26503
Correia,
d. S., & Dirk, v. D. (2010). Knowledge workers,
servant leadership and the search for meaning in knowledge-driven
organizations. On the Horizon, 18(3), 230-239. doi: http://dx.doi.org/10.1108/10748121011072681
Gerald, S. (2009).
Knowledge workers in the information society. Canadian Journal of
Communication, 34(3), 529-531. Retrieved from http://search.proquest.com/docview/807508989?accountid=26503
Gunelius, S. (2013). Technology and the
evolution of journalism and news consumption [infographic]. ACI Information
Group. Retrieved from http://aci.info/2013/06/12/technology-and-the-evolution-of-journalism-and-news-consumption-infographic/
Houltshouse, D. (2009). The future of
knowledge workers Pt. 2. KM World, 18(9), 17-18. Retrieved from https://ilearn.bond.edu.au/bbcswebdav/pid-415876-dt-content-rid-3377571_1/courses/COMN12-302_151/Weekly%20Content/Week%205%20-%20Communication%2C%20Technology%20and%20Consumption%20The%20Lecture%20This%20Week/KMWorld2.pdf
Johnston, J., & Zawawi, C., (Eds.)
(2009). Public Relations; Theory & Practice (3rd ed.). St.
Leonards, NSW: Allen and Unwin.
MacDougall, S. L., & Hurst, D. (2005).
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capital: Contracting contingent knowledge workers. Journal of
Intellectual Capital, 6(1),
53-71. Retrieved from http://search.proquest.com/docview/205557537?accountid=26503
Mortimer, J. (2003).
Mix of robots used for jaguar's aluminium-bodied XJ luxury car. The
Industrial Robot, 30(2), 145-151. Retrieved from http://search.proquest.com/docview/217019441?accountid=26503
Salt, B. (2014,
November 4). Technocrats, knowledge workers, soft skills to dominate future
work. The Australian. Retrieved from http://www.theaustralian.com.au/business/opinion/technocrats-knowlege-workers-soft-skills-to-dominate-future-work/story-e6frg9jx-1227112476392
Schumpeter (2013, May 25). The age of smart
machines. The Economist. Retrieved from http://www.economist.com/news/business/21578360-brain-work-may-be-going-way-manual-work-age-smart-machines
Sulek, J., & Marucheck, A. (1994). The
impact of information technology on knowledge workers. Work
Study, 43(1), 5. Retrieved from http://search.proquest.com/docview/218373273?accountid=26503
Welsch, A. (1996). The
jobless future: Sci-tech and the dogma of work. American Planning Association. Journal
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