The realms of consumption have typically been seen to be distinct from those of work and production. This book examines how contemporary rhetorics and discourses of organizational change are breaking down such distinctions - with significant implications for the construction of subjectivities and identities at work. In particular, Paul du Gay shows how the capacities and predispositions required of consumers and those required of employees are increasingly difficult to distinguish. Both consumers and employees are represented as autonomous, responsible, calculating individuals. They are constituted as such in the language of consumer cultures and the all-pervasive discourses of enterprise whereby persons are required to be
Chapter 2: The Production of Subjects
The Production of Subjects
These days it seems increasingly difficult to get away from ‘culture’. Within the academy, for example, the concept of ‘culture’ has come to dominate debates in the social and human sciences. At the same time, the substantive concerns of other spheres of existence have increasingly come to be represented in cultural terms. In the domain of formal politics in the UK during the 1980s the ruling Conservative Party's radical programme of reform was represented in large part as a cultural crusade, concerned with the attitudes, values and forms of self-understanding embedded in both individual and institutional activities. In other words, the government's political project of reconstruction was defined as one of cultural reconstruction – as an attempt to ...