YouTube as a site for vocational learning: instructional video types for interactive service work in retail

Arkenback, Charlotte

doi:10.1080/13636820.2023.2180423

Cited by 1 publication

(2 citation statements)

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“…Figure 2 illustrates the analysis process of identifying different instructional video types for cashier work, leading to the selection of data material for this article. The research on instructional video types for cashier work on YouTube is reported in another journal (Arkenback, 2023).…”

Section: Methodsmentioning

confidence: 99%

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A century of retail work training: changes in employers’ instructional video modelling of cashier work in service encounters

Arkenback,

Lundin

2023

JWL

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PurposeThis paper aims to examine how instructional videos produced by retail employers and tech companies have modelled cashier roles and skills in service encounters over time, providing insights into cashier training and job responsibility evolution across different retail eras.Design/methodology/approachOnline video research is used, with YouTube as data source and the theory of practice architectures and related concepts as analytical framework, to examine 50 instructional video narratives produced between 1917 and 2021.FindingsCashiers’ selling practice comprises transactions and customer service, which are often taught separately. Technology has explicitly influenced changes in cashier work and training at three points in history: mechanised checkout (1917), computerised checkout (1980) and connected checkout (2010). “New technology” involves a combination of arrangements with the potential to transform the semantic, physical and social dimensions of cashiers’ selling practice. However, despite technological advancements, employers’ cashier training videos have not evolved significantly since the 1990s and still focus on emotional labour skills.Practical implicationsThe findings indicate a need for transforming training for service work in the connected service encounter.Originality/valueThe relationship between technological innovations and changes in frontline service work and workplace learning is examined through the lens of instructional videos produced by retail employers and tech companies, giving rise to insights into limitations of current training methods for service workers. This paper suggests the need for a more holistic perspective on service encounters to understand service work and workplace learning changes.

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Section: Methodsmentioning

confidence: 99%

“…In digital workplace learning, instructional videos published on public video-sharing sites like YouTube are increasingly used to communicate, for instance, clinical skills (Topps et al , 2013), customer service and cashier work (Arkenback, 2023).…”

Section: Introductionmentioning

confidence: 99%

A century of retail work training: changes in employers’ instructional video modelling of cashier work in service encounters

Arkenback,

Lundin

2023

JWL

View full text Add to dashboard Cite

show abstract

YouTube as a site for vocational learning: instructional video types for interactive service work in retail

Cited by 1 publication

References 50 publications

A century of retail work training: changes in employers’ instructional video modelling of cashier work in service encounters

A century of retail work training: changes in employers’ instructional video modelling of cashier work in service encounters

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