Entrepreneurial lifestyle: The role attitude plays in the labour dynamics of fitness and children's entertainment workers (Córdoba, Argentina).

Abstract

Within the framework of our research, the entrepreneur and variations on this concept emerged as a meaningful theme in agents' statements, and in the textual-digital material circulated in the recreation and entertainment spaces we surveyed. That is why this paper delves into the actions of the lifestyle through an analysis of the performances and practices of owners and workers in children's party venues, and in fitness gyms. The paper's introduction offers a spatio-temporal contextualisation of the political and economic scenario in which the services covered by our case studies were supplied. We go on to present some conceptual plots that we attribute to the entrepreneurial lifestyle and then proceed to examine the cultural and historical dynamics through which these businesses were set up as places for cultivating both bodily well-being and joyfulness - things with which part of Argentina's middle class identifies. While our approach stresses emerging patterns linking both cases, it also highlights the special factors shaping the symbolic features of each cultural facility. The similarities and differences found between the two cases revealed how a host of entrepreneurs (usually young people) is spawned. These youngsters need certain attitudes and creative skills so that they can pursue their social and financial goals. Entrepreneurship as a lifestyle presupposes certain attitudes.