Skip to main content
School of Business and Management

From people to objects: the digital transformation of fields

When: Wednesday, October 5, 2022, 4:00 PM - 5:30 PM
Where: Online, Zoom

Speaker: Dr Cristina Alaimo

The OPPRG Research group invites you to attend their annual lecture on Wednesday 5 October from 4pm - 5.30pm, featuring a presentation by Dr Cristina Alaimo, Assistant Professor in Digital Economy and Society at LUISS Guido Carli University in Rome.

Registration is essential:



Digital technologies are reconfiguring organizations and their environments. Activities are increasingly distributed across fields and coordinated by data, algorithms and machines. Based on recent works, this lecture discusses data objects (objects made of data structured and aggregated under a specific template) and their role in structuring fields and field practices. It draws on a case study of programmatic advertising, an automated bidding process with hundreds of participants, whereby media spaces are auctioned in real time as individual users browse online content. To work on such a large scale, programmatic advertising must standardize existing field knowledge into data and coordinate collective action through objects, algorithms and technologies. The study shows how data, data objects and their infrastructures are involved in transforming the links between institutions and practice. The makeup and functioning of data and data objects reorient existing cognitive, normative and regulative structures, constrain the rule of engagement of actors and enable field-level autonomous interaction. The datafication of knowledge and automation of practices exposed in the study of programmatic call for a thorough rethinking of existing approaches to the concepts of organizations and fields.


About Dr Cristina Alaimo:

Cristina Alaimo is Assistant Professor (Research) in Digital Economy and Society at LUISS Guido Carli University, Rome. She holds a Ph.D. in Management, Information Systems and Innovation from LSE – The London School of Economics and Political Science. Her research focuses on the innovation brought about by data-based services and their consequences for organisations and society. Cristina’s work has been published in journals such as Organization Studies, The Information Society, Journal of Information Technology and Research in the Sociology of Organizations. Cristina is currently Visiting Research Fellow at Surrey Business School, University of Surrey, UK.

Back to top