THE PRACTICAL ANTHROPOTECHNICAL REPRESENTATION: CONTRIBUTION TO A COMMUNICATIONAL PERSPECTIVE ON DIGITAL TRANSFORMATION

Abstract

The literature remains underdeveloped on how business leaders think about digital transformation. What are the representations of digital that govern this transformation? Are all these representations equal in terms of the functional and ethical requirements of organisational communication? The article begins by recalling the main representations to technological change in the literature: technical determinism, social determinism and the anthropotechnical representation. The latter can be fully considered as a communicational perspective. This last conception, although not dominant, can nevertheless be at the center of certain practices, the authors illustrate it through a multiple case study.