Discovering needs for digital capitalism: The hybrid profession of data science

Over the last decade, 'data scientists' have burst into society as a novel expert role. They hold increasing responsibility for generating and analysing digitally captured human experiences. The article considers their professionalization not as a functionally necessary development but as the outcome of classification practices and struggles. The rise of data scientists is examined across their discursive classification in the academic and economic fields in both the USA and Germany. Despite notable differences across these fields and nations, the article identifies two common subjectivation patterns. Firstly, data scientists are constructed as hybrids, who combine generally conflictive roles as both generalists and specialists; technicians and communicators; data exploiters and data ethicists. This finding is interpreted as demonstrating a discursive distinction between data scientists and other competing and supposedly more one-dimensional professionals, such as statisticians or computer scientists. Secondly, the article uncovers a discursive construction that interpellates data scientists as discoverers of needs. They are imagined as explorative work subjects who can establish growth for digital capitalism by generating behavioural patterns that allow for personalization, customization and optimization practices.