Navigating the boundaries between technology and social change—evaluating acceptance of visible tattoos in the workplace: the French exception?

Abstract

This article examines how tattoos are challenging and renegotiating social norms in the French workplace—from hiring to everyday work life—and the role of social media technology. The workplace reflects the complex interplay of relational and social processes that form societal attitudes. France remains a highly conservative and centralized national context traditionally resistant, due to its republican values, to external markers of identity, such as, for example, religious artifacts. The motivation for the present article is an exploration of how the nuanced interplay between technology, social factors, and organizational attitudes, impact on the gradually changing perceptions and acceptance of visible tattoos in Gallic work contexts. Using theories of socio-technical systems and identity-driven consumption framed by the postmodern concepts of liminality and communitas, we employ a mixed-methods approach to examine tattoo consumption and acceptance across a range of workplaces in France. Findings suggest that social norms, interacting with social media peer pressure, continue to push cultural boundaries, with online consumer behavior frequently shaping offline consumer behavior and employee/employer attitudes. These processes are often informed by the pursuit of “self” and reflect several “tribalistic” aspects of society. Through analysis, we articulate and contribute six interpretations of how tattooing is partially accepted by recruiters in the workplace in France. We also contribute to the understanding of liminality and communitas as applied to socio-technical spaces. Overall, we reveal insights that can inform researchers, managers, and practitioners in anticipating future changes and preparing for the opportunities and challenges that lie ahead.

Keywords:

• France
• social media
• social-technical
• tattoos
• workplace attitudes

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that support the findings of this study are available from the corresponding author, upon reasonable request.

Additional information

Notes on contributors

Jessica Lichy

Jessica Lichy has an MBA, PhD, and post-doctoral degree (HDR) in online/digital consumer behavior, focusing on sociotechnical segmentation of user behavior. Passionate for digital, she works as a full professor at IDRAC Business School (France) and is a Visiting Professor at the University of Sunderland Faculty of Business, Law and Tourism (UK). Her research interests include Artificial Intelligence and digital transformation from an end-user perspective. Research-in-progress includes tracing and explaining emerging trends in technology-enhanced living. Jessica guest edits special issues for ranked journals, organizes research conferences with international partner institutions, and actively develops several collaborative academic projects and teaching exchanges.

Vincent Dutot

Vincent Dutot is a full professor of MIS at EM Normandie, Paris, France. He is part of the Métis Lab. He undertakes research and consultancy in technology adoption, social media, IT strategy, and digital transformation. In addition to the five books on digital, he has published in ranked journals including Journal of Business Research, Technological Forecasting and Social Change, Systèmes d’Information et Management (French Journal of Management Information Systems), International Journal of Information Management, The Journal of Technology Transfer, Psychology & Marketing or European Journal of Innovation Management. He has guest edited several special issues on digital transformation.

Peter Stokes

Peter Stokes is a Professor of Leadership and Professional Development at Leicester Castle Business School. He has published a rich and varied body of work in, and reviewed extensively for, world-class journals in the areas of, among others: Human Resource Management; Leadership Values and Behaviors; Business Ethics; Management Philosophy; Organizational Design, Strategy, Critical Management Studies, and Research Methodology. He has applied his work in national and international knowledge transfer and consultancy projects across a range of business sectors encompassing utilities, construction, publishing, aerospace, diplomatic bureau, mental health facilities, emergency and rescue services, and local government.