The limits of “no limits”: Young women's entrepreneurial performance and the gendered conquest of the self

Numerous programs have been set up to support women entrepreneurs on the basis that inequality results from incompatibilities between gendered emotional culture and affective governmentality of entrepreneurial paradigm. In context Spanish training programs, this article identifies technologies self in young women's narratives successful entrepreneurship. Using a crossed-narrative approach, as part three case studies, we conducted 14 interviews with program participants 6 trainers. The analysis shows that, overcome their supposed deficiencies, understood female entrepreneurialism required unlimited efforts self-modulate dispositions. identified broad cultural frame an epic quest, vocation or calling, ludic pursuit pleasure. Each these provides interpretative within which limitless demanded feminized were resemanticized into moral values characterized story protagonists (heroism, sacrifice, passion). further explores vulnerability depoliticization by analyzing suffering lack well-being, distancing, ambivalences, microresistances hegemonic Numerosos programas apoyan el emprendimiento de las mujeres partiendo una interpretación la desigualdad como un desajuste entre cultura emocional generizada y gestión los afectos del dispositivo emprendedor. A partir tres estudios caso formación para emprendedoras en España, este artículo analiza relatos cruzados participantes estos formadoras. Se constata disposición desplegar esfuerzo ilimitado automodulación afectiva ajustarse modelo androcéntrico se identifican registros narrativos que sitúan viaje épico, vocación búsqueda lúdica. Cada estas narraciones proporciona marco interpretativo donde sin límites solicitado es resemantizado cualidad (heroísmo, sacrificio, pasión). El malestares, ambivalencias microrresistencias resultan subjetiva expone procesos vulnerabilidad despolitizadora. spread paradigm over last number years has given rise important changes way understand regulate social problems. Of particular interest study are mechanisms through dominant framework transforms gender-based sphere political regulation question individual volition. addressing how is reproduced transformed paradigm, draws (Ahl Marlow, 2012; Amigot-Leache Carretero-García, 2023; Bruni et al., 2005; Calás, Smircich, Bourne, 2009; Clark Muntean Özkazanc-Pan, 2015; Freeman, 2020; Gill, 2017; Gill Scharff, 2011; Lewis, 2014; Littler, 2016b) Foucauldian perspectives its underlying narratives, rhetoric, practices. This line work argues highly androcentric, positioning associated dispositions deficient 2021; Korsgaard, 2007). These studies show particularly vulnerable intensification imperative it demands ever greater modifications subjectivities (Gill, McRobbie, 2004). article, analyze success told participating Ostensibly key actions aimed at promoting employment equality, also spaces where practices constructed negotiated. Employing Michel Foucault's (1988) concept self, our builds previous Cardon Carretero-García Serrano-Pascual, 2022; Lewis 2016) examine ethos encourages see empowering journey self-transformation. other words, process therapeutic self-governance incessant self-improvement self-modulation “inherent” deficiencies. qualitative novel insight narrative construction performance We explore emotion (Hochschild, 1979) involved underpins self-problematization, normalization instability, isolation. drew overarching frames (the vocation, pleasure) resemanticize androcentric qualities: heroism, passion. neoliberal subjectivation 2004; Medina-Vicent, 2018; Orgad 2016b), then go impact health well-being participants. Finally, focus agential they employ resist, reinterpret, distance themselves contradictions ambivalences disrupt conceptions help us reinterpret suffering. begin overview principal strands literature, attending specifically beliefs, values, rationality underpin interpellation among may make them vulnerable. provide some background specific outline primary research objectives. Following description methodology, detail sections: trainers’ discourses; entrepreneurs’ elaboration entrepreneurship; accounts resistance, well-being. finish discussion draw conclusions relationship individualization inequality. expansion government continues produce transformations reformulating view questions. Although many meanings can applied “neoliberalism” (Byrne, 2017), various authors pointed widespread deployment propagating new assumptions—doxa—and subject archetype tied idea “the enterprise” (Dardot Laval, 2013). Through discourses practices, mobilizes ways making sense situated experience reality. Within implies reconfiguration subjects’ identities transformation ideas, beliefs well desires, aspirations, motivations. Founded enterprise only valid means self-realization, individuals adapt neoliberalism obsessive self-problematization (Kelly, 2006) (Foucault, 1988). recent literature two main premises sustain self-modulation. On one side, myth willpower alone enough for achieve whatever wish (Hernando, Jones Spices, 2009). other, more production leads enjoyment self-transcendence, Pierre Dardot Christian Laval (2013, 281) define “performance/pleasure apparatus”. be achieved enhancing “positive” feelings (optimism, confidence, resilience, risk-taking) inhibiting those construed “negative” (fear, insecurity, sadness, vulnerability, dependence, anger) (Gill Orgad, 2016b). never-ending nature self-improve self-commodify condemns subjectivity perpetual “becoming” “emerging” (Bröckling, 2016; strives “go beyond” itself (Han, 2017). Affective (Penz Sauer, 2020), such, plays fundamental role subjectivation. basis, imperatives engender subjects both permanently lacking narcissistic. Virginia Cano (2018) maintains exaltation tandem notion free sovereign symptomatic “egoliberal” modernity, contextualized historical period growing economic precarization. While self-intervention promises self-redemption improvement living conditions, inner conflict produced becomes manifest stress, anxiety, forms malaise Pujal i Llombart 2016b; Zafra, 2021). sense, maintain self-surveillance, effort, accountability exacerbated encourage self-problematize lived experiences every turn. Consequently, become isolated dissolution ties bonds (Cano, 2018), creating situation is, put simply, “no longer able” 2015, 10). traverse, varying degrees, whole contemporary Western society, following section discuss effects Entrepreneurialism represents most relevant (new) inequalities gender. feminine intense debate feminist gender-focused (see, example, Calás Neergaard Serrano-Pascual 2022). body challenged revealing gender biases 2007; Williams Patterson, 2019). It undertaken critical interrogation assumptions achieving work-life balance problem (Budig, appropriateness institutionally configured entrepreneurship mechanism equality (Calás From field there critique decontextualized, individualized, mythical productive dynamic manager (Johnsen Sørensen, Building principally perspective critiques processes intensifies “othering” femininity “technologies gender” (de Lauretis, 1989). constantly search recognition compensate deficiencies (Bruni 2005). Thus, demand dispositions, bodies, emotions, performances norms, established conditions are, therefore, constructions “female individualism” expectations govern however, often contradictory, producing tensions (internal) conflicts. For ideal self-transformation conceived entirely compatible unequal family life care heavily condition working lives career development Rottenberg, 2014). Self-employment glamorous appropriate solution conquer balance, emphasizes responses while ignoring structural problems related inflexibility waged caring resources (Korsgaard, led emergence “mompreneur,” woman manages company home continue roles. Jo Littler transfer public (masculine) “gendering entrepreneurialism” (2017, 182), reinforces roles, pressures even harder accept stress cope, own, extra demands. impossibility result inadequacy, attempt mitigate intensive self-surveillance reliance judgment others (Pujal García Dauder, 2010). respect, effect excessively suspicious same time striving self-confidence. oppositional configuration produces practice inward-looking psychologizing, demanding impassioned dedication preoccupation self-promotion self-branding (Lewis, 2016a). At interpellated constant reach unattainable criteria, any powerlessness inhibited. general ideas supported argue insufficient knowledge interpretative, semantic, rhetorical access assimilate entrepreneurialism. And, importantly, such adherence reveal active agents, resolve suppress. little surprise combination illusion internal power confrontation implicated (Pritchard 2019; Various suggest absence alternative frameworks inhibits politicization explanation goes beyond questioning (Scharff, self-problematizing obstruct identification reinforcing them. turn, self-confidence self-efficacy key—yet depoliticized—institutional component fight against (Orgad By inciting management affects symbolic dominance feminine, effect, attempting self-manage very structures 2016a; Valdés, 2018). value depend capacity each commodify finally, ethical would appear signify apparently autonomous decisions actually deepen ethos, not necessarily homogeneous. Research tensions, contradictions, distancing relatively limited, need build commitment articulated ambivalent nuanced 2014, 2020). interested address gap disproportionate lead diverse (micro)resistance partial resignifications canon. Training new, being located series around policy (labor activation, employability, entrepreneurship) began Spain about 20 ago (Serrano-Pascual cognitive socialization European institutions postregulatory (open method coordination) introduced psychologizing depoliticizing justice (Rivas, More recently, argued converted psychological object governmental engineering Previous examined paradoxes characterize (Carretero-García However, empirical evidence strategic rhetoric reinterpreted experienced Taking context, sought gaps literature—at local international level. Specifically, live, interpret, perhaps resignify aspects paradigm: hand, navigate paradoxical principle action underpinning entrepreneurship, whereby autonomy, action, freedom stand counterposition market adaptability submission ethic values; negotiate objective was gain deeper understanding terms meaning, impact, agency. took approach based designed promote To select sites, first carried out exhaustive review promotion Three types body: regional national services, universities, private sector actors partnership networks. selected representativeness design, focus, mode implementation, model services. Program A,1 received funding, collaboration universities national-level office area science technology. Financed mix local, regional, funds, B initiative developed municipal authority had 15 modules professionals entrepreneurs. C operated level, authority. total, conducted, start-up phase businesses managers trainers (see Table 1 details). One participant observation session skills C, helped contextualize interpret interview data. All interviewed under 35 old higher education qualifications, exception who intermediate-level education. Ten nationals, four non-national residents. analysis, introspective dimension interviews, intersubjectivity relations comes fore, form “rituals recognition”—an interactive people present seek legitimation (Sebrechts As reflexive negotiated dynamic. identify give meaning employed themselves—the stories. participants’ “moral careers” (Goffman, 1972) “emotional journeys” (Amigot-Leache 2023). reconstruction crossed positions (participants trainers) permitted semantic axes articulate directed experience. focusing use conduct double-level work, imperative, express suffering, resistances, structured interrelated parts. start institutional interviews. second part, focuses governance journeys. final mechanisms, strategies deal anxiety. me, self-esteem, emotionally mature from, I mean, good all think that's foundation. (CT12) tell them: “In hand you plan your emotions”; … if I'm doing great emotionally, it's detrimental Why? because rough patches mentioned before—the ups downs, [your] mood. If strong, can't, stop myself. (BT1) [In women] self-knowledge, severe self-confidence, fear, definitely that… . Basically, leadership, negotiation, communication skills, able sell my project, right? Motivation, …, cornerstones. inherent men brave, isn't it? Unfortunately, tend different sensibility. They fears. do lot really own don't believe like self-devaluation so done [like] risk aversion. (BT2) think, actually, things changing quickly, hasn't solved [yet], there's still difference women, but decreased very, quickly years. (AT2) Contextualized accounts, justified, legitimized, gave coherence subjective evoked discursive used construct legitimize during qualities want point, what traditional society thought best, wasn't mind, why changed. (AP23) relation workers] night day aspirations. Being entrepreneur someone ambition, [someone] willing stick out, everything. (AP4) There …; easy secure life, not? couldn't cope uncertainty. It's going blow faces, sure, complete craziness [said relative participant's plans]. (CP4) [relatives] didn't it… committing suicide. repositioning assumption (“craziness,” “like suicide”) act heroic bravery, reconstructed adventure rebelliousness singular extraordinary quest. splitting creates dichotomous hierarchized order: aspire self-fulfillment settle conventional just getting by; and, aspiring respond self-improvement. Seeing everything am achieving, imagine it, personal point I, Sandra [pseudonym], doing. (BP3) Doing things, scaling something ambitious, challenges me Having might disruptor. (AP1) mistakes, day, having keep going. Here [in Spain] fail disaster, you're, you're looked United States] fail, another five senior attitude failing. better professional humble outlook, of, try say: “Why happening me?” (BP6) Humility, missing, working. word fear uncertainty responsibility. Yes, desire, enthusiastic, security, well, persistent above all, knowing manage negative ones, [emotions] than positive. (CP5) And conquering Throw yourself energy you've got spite throwing dream have, sure yourself. (BP2) [other money take holidays August feel money; obviously ambition thing. Everything either you'll suffer time. So, women], what's economically independent stable waiting sacrificing independence money. test improvements. No o