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Consumption and Identity at Work (Hardcover)
Loot Price: R4,579
Discovery Miles 45 790
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Consumption and Identity at Work (Hardcover)
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Total price: R4,599
Discovery Miles: 45 990
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The realms of consumption have typically been seen to be distinct
from those of work and production. This book examines how
contemporary rhetorics and discourses of organizational change are
breaking down such distinctions - with significant implications for
the construction of subjectivities and identities at work. In
particular, Paul du Gay shows how the capacities and
predispositions required of consumers and those required of
employees are increasingly difficult to distinguish. Both consumers
and employees are represented as autonomous, responsible,
calculating individuals. They are constituted as such in the
language of consumer cultures and the all-pervasive discourses of
enterprise whereby persons are required to be entrepreneurs of the
self, at work, at play and in all aspects of their lives. The first
part of the book explores certain limitations in traditional
approaches to the analysis of work identity. It presents an
alternative, discursive framework in which to address contemporary
`re-imaginings' of organizational life within the `cult(ure)' of
the consumer. Part Two develops the analysis by looking at an arena
where the blurring of the boundaries between work and consumption
identities is most pronounced - retailing. The author builds a
sophisticated picture of how discourses of reform take hold in
particular contexts, how they construct particular subject
positions for employees to occupy, and how employees negotiate
these identities in their everyday working lives. He concludes by
considering the ethical and other issues of `setting limits to
enterprise'.
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