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Nicolas Wasser critically examines how sexual and racial identities are currently being articulated through capitalist brands and labor. On the basis of an ethnographic case study about a Brazilian fashion enterprise, he shows how young - lesbian, gay and black - sales employees align themselves with the ambivalent promises put forward by diversity management. Their affective labor, the study argues, is at the center of new and globally unfolding regimes of the precarious. Readers will thus find a rich sociological account from the Global South on how neoliberal logics of self-optimization both traverse and fuel the aspirations of the minoritized.
This book illustrates how intimate workers in different socio-cultural contexts negotiate the commercial uses of their sexuality, identity, affect, and bodies, thereby often defying inequality, impoverishment, and resource depletion in their regions. The studies shed light on the multi-faceted experiences of subjects involved in intimate economies, oscillating between personal empowerment and agency, as well as the required subjection to the demands of the current market regime, entailing participation in precarious employment, often involving bodily risk, economic exploitation and stigmatization. The contributions demonstrate the interrelatedness of market intimacy, family economies, and transnational care arrangements, and thereby challenge Western notions of the subject and the free market.
Includes section "Bulletin bibliographique."