Paper
Producing Sexual Desire: Aesthetic and Affective Labour in Nightlife in Southern Spain.
presenters
Diana García-Catena
Nationality: Spain
Residence: Spain
Universidad de Granada
Presence:Online
Keywords:
Affective labour, aesthetic labour, desire production, hospitality.
Abstract:
Experience, emotion and affection are central to profit-making in today's economy. This paper aims to increase understanding of the production processes that straddle the boundary between the intimate and the work-related.
In this paper, I focus on the hospitality industry, where interaction with customers is essential to the creation of consumable, positive, pleasurable and memorable experiences. To this end, workers' subjectivity and corporeality are hired, mobilised, controlled and deployed.
Focusing on nightlife hospitality in southern Spain, I will address how sexual desire can be produced and consumed as a commodity in these venues.
In doing so, Bourdieu's concepts of capital and the social field become useful theoretical tools for interpreting the rules, relations, and categories that shape the aesthetic and affective labour that prevails in these spaces.
The data are drawn from in-depth interviews with 18 workers (10 women, 8 men) aged between 20 and 45. They have experience in different types of nightlife venues, including bars, pubs, nightclubs and/or gambling alleys. While many of the interviewees worked primarily as servers, others took on additional roles such as public relations, general and section managers, bartenders and/or 'image girls'.
The analysis shows that the physical appearance of employees is recruited, measured and hierarchised in these spaces. Their body shape, the way they dress, comb their hair or apply make-up becomes aesthetic capital. This capital becomes even more profitable when it is deployed alongside various forms of affective labour. Flirting, drinking games or ritualised conversations with customers become part of the job. Here, workers' expressiveness, charisma or sociability are deployed and inserted into the process of producing emotional experiences.
However, these forms of order may not be passively accepted by workers, but rather contested or produced and reproduced through negotiation and conflict.