I do therefore I am? Work and identity changes in the audiovisual representations of Short on Work - global short-video contest on contemporary work. This article intends to investigate the relationship between identity and work, and its changes, as they are perceived and represented by the videos that participated in Short on Work - global short-video contest on contemporary work. The analysis focuses on 83 videos, those viewed by the international competition jury. These works are first coded according to the classification of ISTAT professions, in order to under-stand which professions are present within the archive and identify specific trends that represent the object of study of this article. A first focus is the analysis of rep-resentations of female work. A second focus of investigation is the role of new technologies. Gender stereotypes are highly represented and technologies are not allied in breaking those kind of stereotypes. A progressive reduction of the profes-sional identity is highlighted, represented through a different relationship with the workplace and the lack of clearly defined and recognized status and roles.
Keywords: Gender identity, new technologies, visual representation of work, Short on Work