Learning the post-Fordist feeling rules: Young women’s work orientations and negotiations of the work ethic

Even though flexibility, insecurity and precarity characterise much of today’s work, the promise self-realisation through work remains as powerful ever. Following Weeks’ on post-Fordist ethic Hochschild’s research feeling rules, this article analyses how young women negotiate its emotional obligations. Drawing interviews with 39 studying in care media fields Finland, proposes conceptualisation rules a way to capture become workers by managing contemporary work’s requirements contradictions. This adds sociology youth labour era foregrounding role feelings production unpacking ethic’s gendered, industry-specific dimensions.