Following the approach of “discourse analysis”, 1569 articles from five different Austrian newspapers containing the keywords “robot”, “Industry 4.0” and “digitalization & work” during the period 2010 to 2016, were analyzed in this master thesis. For this purpose, the methodological concepts of Keller and Diaz-Bone for discourse analysis were combined. Insights include the detected importance of science in determining expectations for the future, a wide variety in the professions that are deemed to be replaced by technology, clear parallels with previous discussions about CIM (Computer-integrated manufacturing) in the 1980s, and a new way of clarifying the definition of human identity in comparison to the robot. Six perspectives on recent technological change and its effects on work can be found in this discourse, which reflect the opinion about new technologies and their expected impact. They are: ‘political interest, ‘chance, ‘practical-technical, ‘pragmatic-optimistic, ‘distanced-skeptical, ‘concerned-scared. It is shown that all these perspectives are founded in the argumentations of previously-existing paradigms about technological change and its effects on society and organizations. The occurring paradigms are: ‘Technological Determinism, ‘Management of Technology, and ‘Political Interests. It can be observed that a total questioning of the occurring technological change, as it takes place in the ‘Interpretivist Paradigm, is missing from this media discourse. The prevalence of the six perspectives varies over time as well as between the newspapers in the sample. In the course of this analysis, it became evident that technological discourse is a chance for political legitimization and that technological determinism is dominant in this discourse.