Workers are, in other words, transformed into ‘company people’. In Hephaestus, identification with work was promoted via an organisational rhetoric around ideas like ‘team’ and ‘family’, designed to encourage workers to feel a sense of devotion and personal obligation. Ideas like ‘team’ and ‘family’ function to reframe the workplace as a field of ethical rather than economic obligation, binding workers more tightly to the goals of the organisation.”’
