Aesthetic Labour Lecture Notes

Defining Aesthetic Labour

• Aesthetic labor involves employing workers with specific physical attributes that align with a company's brand image.
• Employers strategically utilize employees' embodied attributes to gain a competitive edge.
• Core concept: aligning worker appearance and demeanor with the brand.

Key characteristics

• Recruiting employees who fit a particular brand image.
• Strict control over image and appearance.
• Enforcement of specific uniforms or dress codes.
• Training to cultivate specific customer service skills and behaviors.

Aesthetic Labour as Control

• Aesthetic labor represents an extension of managerial control where the entire personhood is viewed as a tool for management.

Examples of Aesthetic Labour

• Recruiting: Hiring individuals based on their look or style that aligns with the brand.
• Dress Codes: strict guidelines on what employees can and cannot wear.
• Performance: Training focused on cultivating specific behaviors and attitudes.

Aesthetic Labour and Gender

• Aesthetic labor disproportionately affects women, sometimes involving the sexualization of work.

British Airways Case Study

• British airways has requirements regarding appearance, including restrictions on visible tattoos and body piercings.
• Uniform requirements, such as mandatory heels, can lead to physical discomfort and health issues for employees.
• Limits: Hairstyle regulations can be challenged as discriminatory.

Worth of Aesthetic Labour

• Airlines have faced scrutiny regarding gender pay gaps, often due to lower wages for predominantly female cabin crew compared to predominantly male pilots.
• Low wages and demanding job conditions have led to strikes and protests.

Skepticism

• Raises questions about whether the demands of "customer service" and aesthetic labor are justified and ethical.

Summary

• Employees in service industries are required to embody the organization’s brand through their appearance and behavior.