-
Department of Communication and Culture

Faculty Interview #5 Eliane Bucher

Eliane Bucher is an Associate Professor at BI Department of Communication and Culture. She is also Co-Director of the Nordic Centre for Internet and Society.

What has been your career path leading up to your current position?

I studied at the University of St. Gallen in Switzerland, and actually did an exchange semester at BI during my Masters. I remember being very impressed with how approachable and friendly the professors were. I then did my PhD in St. Gallen, writing about how workplaces change through social media.

During this time, I was lucky to get a scholarship from the Swiss National Science Foundation which allowed me to stay for a year with the Berkman Klein Center for Internet and Society at Harvard University. After my PhD, I worked for several years in the digital industry, developing digital products for a Swiss retailer.

During that time I was also an adjunct researcher at BI. In 2018 I had the chance to join BI fulltime as a Postdoc on Christian Fieseler’s Toppforsk project ‘future ways of working in the digital economy’. Last year I was able to apply for my current Associate Professor position and together with Christoph Lutz I am currently also Co-Director of the Nordic Centre for Internet and Society.

What are your current research projects?

In my research I seek to understand how people organize outside of traditional organizations and how they use the Internet to do so. In particular, I look into how people use the affordances of online communities and other digital work environments to communicate, to collaborate and to coordinate action. 

Some of the questions I am excited about are for example how social movements can arise from online communities, how digital workers make sense of algorithmic decision-making, or how solidarity and voice form in the gig economy.

I find this particularly interesting because these questions have larger implications, and they tell us a lot about how our society works. The research has thus the potential to give us a bit of a glimpse into the future as well. For instance, more and more workplaces, both traditional and otherwise, are going to be confronted with algorithmic decision-making.

What makes your research meaningful to you?

I feel that many of the larger questions of our time can be answered, at least in part, through a better understanding of the interplay between humans and technology. Our research contributes to finding answers: fairer work environments, better policymaking, and more human-centered technology development. Through engaging with these topics, I get to be part of creating such answers. On a personal level, my current research allows me to engage with some of the most interesting people – gig workers, artists, entrepreneurs and even soldiers – and learn about their realities and identities. This is enormously meaningful to me. 

"On a personal level, my current research allows me to engage with some of the most interesting people – gig workers, artists, entrepreneurs and even soldiers – and learn about their realities and identities. This is enormously meaningful to me."

Eliane Bucher

Associate Professor - Department of Communication and Culture

What is the biggest obstacle you've overcome in your professional life?

The biggest challenge so far was realizing that I couldn’t work both in industry and in academia at the same time, and that I had to give up my industry job. Thankfully, some of our courses are quite ‘hands-on’, so I get to teach some of the topics I was most passionate about in my old job.

Could you tell us about your teaching?

I currently teach three main courses. In AI, Algorithms and Society we look into the philosophical foundations, management implications and ethical considerations of artificial intelligence. I´m very passionate about this course, and it is in fact loosely modeled after another course I was able to take during a stay at Stanford University.

The second one, The Digital Platform, is the course I wish I had taken before going into the industry. In this course we go through the process of building a digital platform which encompasses strategy, structure/UX, content, KPIs, and digital project management.

It is a very hands-on course where we also invite industry experts to share best practices and real-world cases. The last course is called International Business Environment where we discuss key challenges of the business environment that our students are going to tackle when they graduate.

Lastly, what is a fun fact about you?

I actually worked as a tabloid journalist in Switzerland for a short while, and this taught me a lot about storytelling! When writing tabloid articles, you have to tell the stories in an extremely dense format, using very clear language.

In some ways, maybe academia has something to learn from this. When presenting our data we should simultaneously aim at telling a convincing story, using language that people can actually understand. Being more aware of this has the potential to make research more accessible to the larger public.