Enrico, the janitor Sennett studied 25 years ago, had little money or power in life but his life did possess the continuity of narrative. In Sennett's brave new world of short-lived relationships and flexible work styles, corporations may be creating a need in their employees to see themselves as products or their own companies, perpetually marketing themselves to the virtual market place. In this new workplace, the ability to manage and sell oneself takes on new meaning. The possibility of a connection between Sennett's new workplace and the need for employees to brand and market themselves as products should be a concern for all managers. All the data we have so far, including those provided by the new tools, focus inward.
Results are only on the outside.
In effect, between its lines the book suggests an extension of media theory to the work environment. The possibility that this extension has already taken place may in fact be the reason for the increasing association of business with entertainment narratives. Nicholas Carr thinks so. After the tragic events in Denver, we might also want to ask if we are fated to also become virtual parents, efficient and adaptable but providing little substance to our children. His articles have been published in a number of leading publications.