In this article, the authors explore how structural changes in the labor market for professional and managerial employ- ees might be changing the nature of emotional labor required in these occupations. They first draw on ethnographic data in a firm noted for stable long-term employment to illustrate how efforts to create a cor- porate culture focus on shaping employees' emotional labor toward displays of loyalty and commitment to their employer. This is fol- lowed by a speculative analysis of how the current shift toward market-based forms of employment and an entrepreneurial work ethic is changing both the substance and the style of emotional labor.
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