Emotional labour is a kind of task requires someone to suppress or simulate their emotions. Particularly in capitalistic working condition. Sociologist Arlie Russell Hochschild coined the term in 1983 in a seminal work, The Managed Heart: Commercializatuion of Human Feeling. Hochschild defines emotional labour as "the management of feeling to create a publicly observable facial and bodily display [which] is sold for a wage and therefore has exchange value." Mondern-day ideas of branding require that corporations present a consistent brand image that is made up of differentiated product design, customer service and employee behavior. This is particularly noticeable in call centers, retail stores, and the hospitality industry. These are the new workplace where this concept has great significance. Most jobs that deal with clients call for a high degree of emotional labour. Employees are trained and pressured to present a pleasant demeanour and smile. Such conditions are known to increase job stress and decrease job satisfaction. As woman are perceived or stereotyped to be nurturers, they are often pushed into jobs that demand much emotional labour. This book focuses on interdisciplinary application in the areas common to Marketing and HR. With services forming a large proportion of the global economy, emotional labour is gaining prominence as an approach to organizational health. This book explores the concept of Emotional labour and looks at its applications in various sectors.
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