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首页> 外文期刊>Journal of South Asian Development >Producing the Aesthetic Self: An Analysis of Aesthetic Skill and Labour in the Organized Retail Industries in India
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Producing the Aesthetic Self: An Analysis of Aesthetic Skill and Labour in the Organized Retail Industries in India

机译：产生审美自我：印度有组织零售业的审美技能和劳动分析

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摘要

Drawing on the concept of aesthetic labour, this article examines how skill training programmes in the organized retail industries in Kolkata modulate underclass female service worker-bodies to align them with the corporeal ideals of a globally fetishized consumer-citizenship aesthetics. Applicants for the entry-level jobs in retail are usually young women from economically underprivileged families, who are routinely viewed as being 'deficient' in the basic social, communicational and cultural norms. This necessitates a refashioning of the workers' personhood by changing their bodily deportments, hygiene standards, communicational skills and social etiquettes. Yet there is little sustained examination of the impact of such skill training on the everyday lives of young female employees who are simultaneously tied to the aspirations for corporate social mobility as well as the vagaries of their own personal lives imbued with poverty, low wage and socio-economic precariousness. Based on a two-year ethnography in shopping malls in Kolkata, this study makes an original contribution in reflecting on how, while female service workers might very well learn to inhabit spaces like shopping malls through a learnt performance of embodied consumer cosmopolitanism under aesthetic labour regimes, their class backgrounds continue to produce moral surveillance, frictions as well as restrictions.
机译：本文以审美劳动的概念为基础，考察了加尔各答有组织零售业的技能培训计划如何调整下层女性服务业者的身体，使其与全球迷恋的消费者公民意识的物质理想相一致。从事零售业入门级工作的申请人通常是经济贫困家庭的年轻妇女，这些妇女通常被视为在基本的社会，沟通和文化准则上“不足”。这需要通过改变工人的体格，卫生标准，沟通技巧和社交礼节来改变工人的人格。然而，对于这种技能培训对年轻女性雇员的日常生活影响的持续性研究很少，而年轻女性雇员与企业社会流动性的渴望以及贫困，低工资和社会性的个人生活变幻莫测同时存在-经济不稳定。基于加尔各答购物中心的两年人种志，这项研究对以下方面做出了独特的贡献：女性服务人员可能会很好地学习如何通过在审美劳动制度下体现的体现的世界性消费主义来学会居住在诸如购物中心这样的空间中。 ，他们的阶级背景不断产生道德监督，摩擦和限制。

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