The normalisation of flexible female labour in the information economy

For the professional middle class in information industries, "working from home" is an increasingly common feature of the employment landscape, resulting from the affordability and portability of information and communication technologies (ICTs). The phrase invokes a sense of freedom from the banality of the traditional office, offering flexibility in both working hours and location when other commitments prevail. In recent debates in Australian politics, working from home is also offered as an empowered choice for women who seek to combine paid work and childcare duties, thereby consecrating a preferable version of (post)feminist subjectivity suited to neoliberal economics and ideologies. This paper shows how these subjectivities have been represented in recent ICT advertising for two purposes: firstly, to highlight the role of mainstream media in normalising preferred uses of new media technology for work purposes; and secondly, to note how this process contributes to wider discourses limiting the aspirations of middle-class feminist politics to an individual level. In doing so, the paper seeks to question the ethical horizon of new media advertising as well as the feminist and labour politics upon which its appeal relies.