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Biography [eng]

Martin Berg is Professor of Media Technology and Associate Professor of Sociology. His research interests include digital sociology as well as critical studies of algorithms and automation processes.

Biography [swe]

Martin Berg är professor i medieteknik och docent i sociologi vid Malmö universitet. Hans forskning kretsar kring digital sociologi, med särskilt fokus på kritiska studier av algoritmer och automatiseringsprocesser.

Publications (10 of 46) Show all publications
Berg, M. (2025). Choreographing Digital Futures: ChatGPT and the Ethnography of Human-AI Speculation. In: : . Paper presented at THE RC33 ELEVENTH INTERNATIONAL CONFERENCE ON SOCIAL SCIENCE METHODOLOGY, Naples, Italy, 22-25 September.
Open this publication in new window or tab >>Choreographing Digital Futures: ChatGPT and the Ethnography of Human-AI Speculation
2025 (English)Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

This paper explores how digital futures take shape in and through interactions with generative AI, focusing on ChatGPT as an active collaborator in speculative ethnographic research. Moving beyond the framing of AI as either a tool or a disruptor, I argue that ChatGPT — and similar technologies — should be understood as agents within evolving socio-technical fields, co-creating the very futures we seek to imagine. Drawing on ethnographic fieldwork from a "work futures" workshop — where twelve participants collaboratively envisioned and staged speculative workplaces set in 2050 at the Emerging Technologies Research Lab, Monash University — as well as intensive co-authoring engagements with ChatGPT, I examine how AI contributes to shaping these imaginaries. Rather than simply answering questions, ChatGPT dynamically influenced discussions, storylines, and decision-making processes. To conceptualise these interactions, I introduce conversational choreography — an approach that attends to the iterative, performative exchanges between humans and AI. Through these exchanges, meanings, roles, and speculative possibilities take shape. By analysing these choreographies, I argue that AI is not external to the social worlds we study but actively involved in configuring future imaginaries, roles, and relations. In doing so, this paper contributes to current debates on how to study sociodigital intra-actions and emergent futures, offering conversational choreography as a methodological tool for ethnographically engaging with AI in participatory and speculative settings. Ultimately, I reflect on what it means to engage AI not only as a research subject but as a collaborator in imagining and performing possible futures.

National Category
Sociology (Excluding Social Work, Social Anthropology, Demography and Criminology) Science and Technology Studies
Identifiers
urn:nbn:se:mau:diva-79608 (URN)
Conference
THE RC33 ELEVENTH INTERNATIONAL CONFERENCE ON SOCIAL SCIENCE METHODOLOGY, Naples, Italy, 22-25 September
Funder
Swedish Research Council, 2023-00676Swedish Research Council, 2020-00977
Available from: 2025-09-20 Created: 2025-09-20 Last updated: 2025-10-14Bibliographically approved
Berg, M. (2025). Generative AI and Emerging Digital Transformations: Rethinking Digitalisation Narratives in the Digital and Creative Industries. In: : . Paper presented at 10th STS Italia Conference, Milan, Italy, 11-13 June.
Open this publication in new window or tab >>Generative AI and Emerging Digital Transformations: Rethinking Digitalisation Narratives in the Digital and Creative Industries
2025 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This paper shares initial findings from an ethnographic pilot study exploring how advanced digital transformations, particularly through Generative AI (GenAI), are reshaping the work of tech professionals in the digital and creative industries. Adopting a socio-technical and future-focused perspective, the study critically examines how these professionals explore, challenge, and at times reinforce techno-optimistic narratives while engaging in everyday practices that both question and sustain digitalisation narratives. By acknowledging the complexities, inconsistencies, and unpredictabilities inherent in advanced digital transformation, this paper underscores the necessity of dismantling misleading visions of automated futures, emphasising the real experiences and anticipatory practices of tech workers. It scrutinises what this panel identifies as "bullshit digitalisation"—practices driven by hype rather than substantial progress—and seeks alternative frameworks for critical reflection, enabling the emergence of socio-technical visions of diverse futures. Overall, the paper aligns with a future-oriented social science agenda, highlighting the importance of anticipating and critically addressing the social and technical consequences of digital transformation, centring on human experiences and agency.

National Category
Sociology (Excluding Social Work, Social Anthropology, Demography and Criminology) Science and Technology Studies
Identifiers
urn:nbn:se:mau:diva-79606 (URN)
Conference
10th STS Italia Conference, Milan, Italy, 11-13 June
Funder
Swedish Research Council, 2023-00676Swedish Research Council, 2020-00977
Available from: 2025-09-20 Created: 2025-09-20 Last updated: 2025-10-14Bibliographically approved
Berg, M., Rolandsson, B., Engberg, M., Leckner, S. & Svensson, J. (2025). Rethinking Technological Change: Human Agency, Generative AI, and the Micro-Dynamics of Digital Work. In: : . Paper presented at WORK 2025, Turku, Finland, 20-22 August.
Open this publication in new window or tab >>Rethinking Technological Change: Human Agency, Generative AI, and the Micro-Dynamics of Digital Work
Show others...
2025 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The impact of artificial intelligence (AI) and digital technologies on the world of work is often framed in terms of broad, universal consequences. But to what extent do such narratives overlook the everyday negotiations, contestations, and adaptations through which technology is actually integrated into professional life? Prevailing perspectives tend to downplay human agency, instead attributing technological change to an abstract and often deterministic notion of economic or technological agency. In contrast, this paper examines how professionals at the forefront of digitalisation—particularly those in the digital and creative industries, including architects, designers, programmers, CEOs, and COOs—make sense of generative AI’s incorporation into their daily work. Drawing on a series of in-depth interviews, we highlight how AI adoption is not merely a matter of large-scale structural transformation but unfolds through subtle, often contested, micro-level organisational shifts.

By situating these insights within the broader discourse on technological change, we challenge and problematise three key perspectives that have shaped scholarly and policy-oriented understandings of digitalisation’s effects on labour markets. First, the Skill Biased Technical Change (SBTC) hypothesis suggests that technological advancements primarily benefit highly skilled workers, fostering an overall upskilling of the workforce. Second, the Routine Biased Technological Change (RBTC) perspective points to job polarisation, whereby routine-based middle-wage occupations—regardless of skill level—are increasingly displaced by automation. Finally, a third, more disruptive perspective envisions a future in which AI and robotics extend beyond routine tasks to replace even highly qualified professionals, raising concerns about large-scale structural unemployment.

Drawing on insights from Science and Technology Studies (STS), sociology of expectations, and labour market sociology, we demonstrate that the impact of AI is not uniform. Instead, technological change is socially embedded and contingent upon a range of organisational imaginaries and interactional dynamics. Our findings reveal that the integration of AI is shaped by workplace negotiations in which professionals redefine and contest its role, often navigating tensions between creativity and efficiency. By shifting analytical focus from broad systemic shifts to the lived realities of AI adoption, this article contributes to a more nuanced understanding of digitalisation in practice and challenges deterministic narratives that portray technological transformation as an inevitable trajectory. In doing so, we provide insights relevant to policymakers, business leaders, and scholars seeking to better understand the future of work in an era of AI-driven change.

National Category
Science and Technology Studies Sociology (Excluding Social Work, Social Anthropology, Demography and Criminology)
Identifiers
urn:nbn:se:mau:diva-79610 (URN)
Conference
WORK 2025, Turku, Finland, 20-22 August
Funder
Swedish Research Council, 2023-00676Swedish Research Council, 2020-00977
Available from: 2025-09-20 Created: 2025-09-20 Last updated: 2025-10-14Bibliographically approved
Berg, M. (2025). Troubles and Pleasures at the Digitalisation Forefront: Generative AI in the Digital and Creative Industries. In: : . Paper presented at 4S 2025, Seattle, USA, 3-6 September.
Open this publication in new window or tab >>Troubles and Pleasures at the Digitalisation Forefront: Generative AI in the Digital and Creative Industries
2025 (English)Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

This paper presents preliminary findings from an ethnographic pilot study examining how advanced digital transformations, particularly Generative AI (GenAI), are reshaping the work of tech professionals in Sweden's digital and creative industries. Adopting a socio-technical and futures-oriented perspective, the study explores how these professionals engage with and adapt to GenAI, balancing opportunities for innovation with the challenges of integrating it into their daily workflows. The research highlights how these individuals scrutinise, challenge, and sometimes endorse techno-optimistic narratives while grappling with the complexities and uncertainties of embedding GenAI into practice. By focusing on the lived experiences and anticipatory practices of tech workers at the forefront of digital transformation, the study reveals how GenAI is not only transforming creative industries but also reshaping professional expectations, routines, and socio-technical practices. These findings provide a grounded, localised perspective on the subtle yet significant ways in which generative AI technologies influence innovation pathways. The paper underscores the value of engaging directly with practitioners to understand the social dynamics steering these changes and to critically assess how technology redefines the nature of creative work.

National Category
Science and Technology Studies Sociology (Excluding Social Work, Social Anthropology, Demography and Criminology)
Identifiers
urn:nbn:se:mau:diva-79607 (URN)
Conference
4S 2025, Seattle, USA, 3-6 September
Funder
Swedish Research Council, 2023-00676Swedish Research Council, 2020-00977
Available from: 2025-09-20 Created: 2025-09-20 Last updated: 2025-10-14Bibliographically approved
Berg, M. (2024). Duct-tape solutionism and click-level bureaucracy in public automation: Repairing for emergent futures (that might not come). In: : . Paper presented at 11th joint conferens of the European Association for the Study of Science and Technology (EASST) and the Society for Social Studies of Science (4S), Making and doing transformation, Amsterdam, The Netherlands 15-19 July 2024.
Open this publication in new window or tab >>Duct-tape solutionism and click-level bureaucracy in public automation: Repairing for emergent futures (that might not come)
2024 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

Sweden is increasingly considering the possibility of automating public administration. Data-driven process automation is believed to help make administrative tasks more efficient and goal-driven. However, implementing these systems, or preparing for their implementation, involves a transformation in organisational practices and principles. These practices are adapted to imaginaries of automation technologies, often stemming from the digital industries. When the organisational logic of public administration clashes with the promises of emerging automation technologies, new organisational forms and temporalities take shape, here referred to as click-level bureaucracy and duct-tape solutionism.

Based on digital ethnographic research with stakeholders from approximately ten Swedish municipalities, this paper explores how these new organisational forms and temporalities take shape. Two central and interrelated ideas anchor this exploration. Firstly, the future will necessitate automation to prevent the public sector from collapsing as it is perceived as dysfunctional and in need of repair. Secondly, we must prepare for an automated future by transforming today's work forms and routines to be compatible with machine communication when needed.

The interaction between these two lines of thought reveals that preparations involve constant repair work, yet these efforts are rarely deemed satisfactory. Instead, they become temporary, makeshift solutions that continually defer the anticipated future. In this sense, repair becomes a form of future-making where the future is persistently delayed, making it a perpetually moving target while at the same time building up a new form of bureaucracy that requires novel competencies and forms of management that necessarily involves representation from the digital industries.

National Category
Computer and Information Sciences Information Systems, Social aspects
Identifiers
urn:nbn:se:mau:diva-70511 (URN)
Conference
11th joint conferens of the European Association for the Study of Science and Technology (EASST) and the Society for Social Studies of Science (4S), Making and doing transformation, Amsterdam, The Netherlands 15-19 July 2024
Funder
Swedish Research Council, 2020-00977
Available from: 2024-08-21 Created: 2024-08-21 Last updated: 2025-03-10Bibliographically approved
Berg, M. (2024). Duct-Tape Solutionism: Automation as Panacea and Stopgap in the Swedish Public Sector. In: : . Paper presented at The 16th European Sociological Association (ESA) Conference, 27-30 August, Porto, Portugal. (pp. 804-805).
Open this publication in new window or tab >>Duct-Tape Solutionism: Automation as Panacea and Stopgap in the Swedish Public Sector
2024 (English)Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

This paper explores the Swedish public sector's response to an impending demographic crisis, particularly the challenges posed by an ageing population. It scrutinises the paradoxical perception of automation, especially Robotic Process Automation (RPA), as both a panacea and a stopgap measure. The paper identifies two main themes: the pressing need to rejuvenate the public sector through automation to avert potential collapse, and the reshaping of current work practices to suit an automated, albeit uncertain, future. At the core of this analysis is the idea of automation as a continual journey, not a final solution. This journey is akin to a form of repair work, where automation technologies act as provisional, duct-tape solutions, perpetually pushing the boundaries of the future. The paper argues that the role of automation extends beyond the mere elimination of human labour; it is about its transformation. Automation emerges as a catalyst for organisational change, enforcing uniformity and challenging traditional, individualised work methods. In summary, this paper highlights the nuanced use of metaphors of breakage and repair in steering the public sector's organisational transformation. It positions automation as a pivotal yet elusive concept, emphasising the complexity and temporality of solutionism in the face of uncertain futures.

National Category
Computer and Information Sciences Sociology (excluding Social Work, Social Psychology and Social Anthropology) Information Systems, Social aspects
Identifiers
urn:nbn:se:mau:diva-70730 (URN)978-2-9598317-0-6 (ISBN)
Conference
The 16th European Sociological Association (ESA) Conference, 27-30 August, Porto, Portugal.
Funder
Swedish Research Council, 2020-00977
Available from: 2024-08-31 Created: 2024-08-31 Last updated: 2025-10-08Bibliographically approved
Berg, M. (2024). Improvised Futures: Understanding ’Duct-Tape Solutionism’ in Swedish Public Sector Automation. In: : . Paper presented at 31st Nordic Sociological Association conference (NSA2024), Norrköping, Sweden 14-16 August 2024.
Open this publication in new window or tab >>Improvised Futures: Understanding ’Duct-Tape Solutionism’ in Swedish Public Sector Automation
2024 (English)Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

In the realm of Swedish public administration, there is a growing recognition of automation as a fertile ground for innovation and efficiency. This paper, drawing upon ethnographic research with key stakeholders in Swedish municipalities, investigates how the public sector is responding to an anticipated demographic crisis, with a particular focus on the challenges presented by an ageing population. It critically examines the dual role of automation, especially Robotic Process Automation (RPA) and Generative AI, perceived simultaneously as a comprehensive remedy and a makeshift solution. Central to this exploration are two predominant themes: firstly, the urgent necessity to rejuvenate the public sector through automation to prevent an impending collapse, and secondly, the need to adapt current work practices to an automated yet unpredictable future. This paper posits that automation represents a continuous journey of adaptation, rather than a definitive endpoint. This journey is metaphorically likened to ongoing repair work, where automation technologies function as flexible, 'duct-tape' solutions, continually extending the horizons of what is possible in public administration. The analysis delves into the transformative role of automation, arguing that its impact goes beyond the mere reduction of human labour. Instead, automation is seen as a catalyst for organisational change, promoting standardisation and challenging the entrenched norms of individualised work methods. In conclusion, this paper demonstrates how the use of metaphors related to breakage and repair can be used to understand the public sector's organisational transformation. It offers insights into how the anticipated futures of automation are shaping the future of public administration in Sweden, not just as a tool for efficiency, but as a key driver of organisational evolution and adaptation.

National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology) Information Systems, Social aspects Computer and Information Sciences
Identifiers
urn:nbn:se:mau:diva-70513 (URN)
Conference
31st Nordic Sociological Association conference (NSA2024), Norrköping, Sweden 14-16 August 2024
Funder
Swedish Research Council, 2020-00977
Available from: 2024-08-21 Created: 2024-08-21 Last updated: 2025-03-10Bibliographically approved
Fors, V., Berg, M. & Brodersen, M. (2024). Navigating automated futures: A Framework for Playing and Learning with Imaginaries, Interactions, and Impact. In: Vaike Fors; Martin Berg; Meike Brodersen (Ed.), The De Gruyter Handbook of Automated Futures: Imaginaries, Interactions and Impact (pp. 1-17). Berlin/Boston: Walter de Gruyter
Open this publication in new window or tab >>Navigating automated futures: A Framework for Playing and Learning with Imaginaries, Interactions, and Impact
2024 (English)In: The De Gruyter Handbook of Automated Futures: Imaginaries, Interactions and Impact / [ed] Vaike Fors; Martin Berg; Meike Brodersen, Berlin/Boston: Walter de Gruyter, 2024, p. 1-17Chapter in book (Refereed)
Abstract [en]

This introductory chapter presents an overview and a synthesis of the chapters in the The De Gruyter Handbook of Automated Futures. Divided into sections on Imaginaries, Interactions, and Impact, the handbook presents a research agenda that explores futures, automation, and change from social scientific perspectives. These sections serve as heuristic sites for reframing narratives on automation, investigating human and algorithmic interactions, and exploring engaging ways for the social sciences, humanities, and design to participate in shaping automated futures. The Imaginaries section deconstructs dominant narratives of automated futures, emphasising historical antecedents and ideological tensions. Interactions delve into the complex dynamics between humans and automated systems, highlighting strategies to infuse automation with human dimensions and promote inclusivity. Impact focuses on making automated futures sustainable and ethical, advocating for innovative methodologies and interdisciplinary collaboration. Finally, this chapter offers insights into how the handbook can inspire into envisioning, understanding, and shaping automated futures in a playful and designerly manner. It encourages critical reflection, ethical engagement, and participatory approaches to ensure the development of inclusive, equitable, and sustainable automation futures.

Place, publisher, year, edition, pages
Berlin/Boston: Walter de Gruyter, 2024
Series
De Gruyter Handbooks of Digital Transformation, E-ISSN 2940-7257 ; 2
Keywords
automated futures, imaginaries, interaction, impact, participatory approaches, design
National Category
Information Systems, Social aspects Computer and Information Sciences
Identifiers
urn:nbn:se:mau:diva-70721 (URN)10.1515/9783110792256-001 (DOI)9783110792256 (ISBN)9783110792249 (ISBN)
Funder
Swedish Research Council, 2020-00977
Available from: 2024-08-30 Created: 2024-08-30 Last updated: 2025-03-05Bibliographically approved
Fors, V., Berg, M. & Brodersen, M. (Eds.). (2024). The De Gruyter Handbook of Automated Futures: Imaginaries, Interactions and Impact. Berlin/Boston: Walter de Gruyter
Open this publication in new window or tab >>The De Gruyter Handbook of Automated Futures: Imaginaries, Interactions and Impact
2024 (English)Collection (editor) (Other academic)
Abstract [en]

How does automation affect us, our environment, and our imaginations? What actions should we take in response to automation? Beyond grand narratives and technology-driven visions of the future, what more can automation offer?

With these questions in mind, The De Gruyter Handbook of Automated Futures provides a framework for thinking about and implementing automation differently. It consolidates automated futures as an inter- and transdisciplinary research field, embedding the imaginaries, interactions, and impacts of automation technology within their social, historical, societal, cultural, and political contexts. Promoting a critical yet constructive and engaging agenda, the handbook invites readers to collaborate with rather than resist automation agendas. It does so by pushing the agenda for social science, humanities and design beyond merely assessing and evaluating existing technologies. Instead, the handbook demonstrates how the humanities and social sciences are essential to the design and governance of sustainable sociotechnical systems. Methodologically, the handbook is underpinned by a pedagogical approach to staging co-learning and co-creation of automated futures with, rather than simply for, people. In this way, the handbook encourages readers to explore new and alternative modes of research, fostering a deeper engagement with the evolving landscape of automation. 

Place, publisher, year, edition, pages
Berlin/Boston: Walter de Gruyter, 2024. p. 464
Series
De Gruyter Handbooks of Digital Transformation, ISSN 2940-7249 ; 2
Keywords
Computer Sciences, Human-Machine Interaction, Political Science, Social Sciences, Sociology of Science Technology and Environment
National Category
Information Systems, Social aspects Computer and Information Sciences
Identifiers
urn:nbn:se:mau:diva-70514 (URN)10.1515/9783110792256 (DOI)978-3-11-079224-9 (ISBN)978-3-11-079225-6 (ISBN)
Funder
Swedish Research Council, 2020-00977
Available from: 2024-08-21 Created: 2024-08-21 Last updated: 2025-08-23Bibliographically approved
Gruszka, K., Berg, M. & Engberg, M. (2024). There is no other place where I can talk about those thoughts…”: Creating spaces in "the now" for imagining digital (work) futures. In: : . Paper presented at EASA2024 Doing and Undoing with Anthropology, Barcelona, Spain 23-26 July 2024.
Open this publication in new window or tab >>There is no other place where I can talk about those thoughts…”: Creating spaces in "the now" for imagining digital (work) futures
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This paper discusses the "Collaborative Foresight" process, which is an initiative organized by the authors in partnership with Media Evolution, a Swedish organization based in Malmö. The foresight cycle in focus aimed to explore potential futures of work with emerging AI technologies by engaging a diverse group of experts and community members in forecasting and “futuring” activities, following the methodology offered by Media Evolution. The authors actively participated in this cycle, which allowed for a thorough examination of the methodologies utilized in such foresight exercises.

At the heart of our investigation is the dynamic tension between "future-makers" - those actively shaping possible futures, and "future-takers" - individuals adapting to these projected scenarios. Our study explores how the interplay and evolving tensions between these roles are influenced by the structure of foresight practice and the facilitator's practices. We investigate how this approach fosters a participatory environment where participants are encouraged to not only predict but also contribute actively to the creation of future work paradigms within the boundaries of the foresight cycle structure.

Our analysis focuses on the methodology of the foresight cycle, highlighting its role as a facilitative and inhibitory tool that requires participants to oscillate between the imaginative realms of future-making and the practicalities of future-taking. The research illuminates the importance of questioning initiatives such as collaborative foresighting and their role in shaping industry narratives about the future of work.

National Category
Computer and Information Sciences Information Systems, Social aspects
Identifiers
urn:nbn:se:mau:diva-70512 (URN)
Conference
EASA2024 Doing and Undoing with Anthropology, Barcelona, Spain 23-26 July 2024
Available from: 2024-08-21 Created: 2024-08-21 Last updated: 2025-03-10Bibliographically approved
Projects
Sensing, shaping, sharing: Imagining the body in a mediatized world [P14-0367:1_RJ]; Halmstad UniversitySelf-tracking and automatised bodies; Malmö UniversityHuman Expectation and Experience of Autonomous Driving, HEADRe-humanising Automated Decision-Making; Malmö UniversityWorking with Algorithmic Colleagues: Expectations and Experiences of Automated Decision-Making; Malmö University
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-7628-5829

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