Masculinity and Non‐Traditional Occupations: Men's Talk in Women's Work

Occupation segregation is a persistent aspect of the labour market, and scholars have often researched what happens when women and men enter into what are seen to be ‘non‐traditional’ work roles for their sex. Research on men within women's roles has concentrated mainly on the challenges to a masculine identity, while research on workplace language has focused on women's linguistic behaviour in masculine occupations. To date, there has been relatively little research into the linguistic behaviour of men working in occupations seen as women's work (e.g., nursing, primary school teaching). To address this gap, this article focuses on men's discursive behaviour and identity construction within the feminized occupation of nursing. Empirical data collected by three male nurses in a hospital in Northern Ireland is explored using discourse analysis and the Community of Practice paradigm. This paper discusses how the participants linguistically present themselves as nurses by performing relational work and creating an in‐group with their nurse colleagues by actively using an inherently ‘feminine’ discourse style.     

The Quest for Invisibility: Female Entrepreneurs and the Masculine Norm of Entrepreneurship

The emphasis in research on female entrepreneurship remains focused on the impact of gender on women’s experience of business ownership, often demonstrated through comparisons of male and female entrepreneurs. By contrast, this article explores the differences and divisions between women business owners who are silent about gender issues and those who are not. The main data drawn on in the article are e‐mails conducted through a web‐based entrepreneurial network set up to promote and support women in business, supplemented with interview material derived from an interview study of 19 women business owners. By considering the way in which some women business owners not only treat entrepreneurship as gender‐neutral, but also seek to conceal its gendered nature, we can see how some female entrepreneurs are trying to avoid being identified as different from the masculine norm of entrepreneurship.     

Women's entrepreneurship,neoliberalism and economic justice in the postfeminist era: A discourse analysis of policy change in Sweden

Since the early 1990s, there has been investment in women's entrepreneurship policy (WEP) in Sweden, which continued until 2015. During the same period, Sweden assumed neoliberal policies that profoundly changed the position of women within the world of work and business. The goals for WEP changed as a result, from entrepreneurship as a way to create a more equal society, to the goal of unleashing women's entrepreneurial potential so they can contribute to economic growth. To better understand this shift we approach WEP as a neoliberal governmentality which offers women ‘entrepreneurial’ or ‘postfeminist’ subject positions. The analysis is inspired by political theorist Nancy Fraser who theorized the change as the displacement of socioeconomic redistribution in favour of cultural recognition, or identity politics. We use Fraser's concepts in a discourse analysis of Swedish WEP over two decades, identifying two distinct discourses and three discursive displacements. Whilst WEP initially gave precedence to a radical feminist discourse that called for women's collective action, this was replaced by a postfeminist neoliberal discourse that encouraged individual women to assume an entrepreneurial persona, start their own business, compete in the marketplace and contribute to economic growth. The result was the continued subordination of women business owners, but it also obscured or rendered structural problems/solutions, and collective feminist action, irrelevant.     

Identity work in female‐led creative businesses

This study explores the identity work carried out by three female owner‐managers in creative industry businesses, identified in Government reports as a discriminatory industrial sector for women in the UK. Through the development of narratives by the owners and other participants, observation of practice and review of online and offline materials, three cases emerged. These showed overlapping, different identities developed and performed through identity work. Each presented rational and logical persona as business leaders despite observation showing extensive use of intuition and gut feeling in both creative and entrepreneurial aspects of the business. Intuition and gut feeling were seen as inappropriate at work as they belonged to the home sphere, emotionally based and therefore automatically unreliable. While occupying male stereotypes and avoiding the female realm of emotion at work, these women expressed femininity through their emphasis on the maternal, ‘being a good mother' as a desired ideal being embedded in work as well as home practice.     

Performance and Performativity: Undoing Fictions of Women Business Owners

This article explores the representation of women small business owners in three contemporary novels; Chocolat, The Shipping News and Back When We Were Grownups. The primary contribution is to demonstrate how fiction can both challenge and collude in dominant constructions of entrepreneurship, which is more generally gendered as male and masculine. Judith Butler's thinking on performativity with regard to gender and sexual desire is applied to women's identities and extended to include their behaviour as entrepreneurs. The article demonstrates that these novels both ‘do’ and ‘undo’ gender and business ownership. They portray women who are successful in business while displaying culturally accepted norms of femininity but who are set apart from other female characters. However, their partial and conflictual identification with norms of gender and entrepreneurship could lead a reader to question those norms and through the undoing of the protagonists, the novels offer alternative performances and performativities of doing gender and of doing business.     

Mobile Phones and Entrepreneurial Identity Negotiation by Urban Female Street Traders in Uganda

Mobile phones have been posited as enhancing women's entrepreneurship and gender equality in developing countries, yet empowerment outcomes are unclear. This article considers how women in the gender‐segregated informal economy construct their entrepreneurial identity in relation to mobile phones and the discursive repertoires that marginalize and empower. Using data from interviews with six urban female street traders in Kampala, Uganda, it explores how these repertoires illustrate their sense of self, positioning and belonging to the business community. Normative representations and positioning of female traders can sideline entrepreneurial identity and over‐validate gender identity. But, participants also negotiate entrepreneurial identity construction in response to these marginalizing influences. Although the data demonstrate that participants are equivocal about their entrepreneurial identity or fit in business, some representations are more validating and offer a sense of belonging. The article concludes by highlighting the nuanced opportunities for social change their discursive repertoires may present.     

Reprogramming Femininity? The Construction of Gender Identities in the Israeli Hi‐tech Industry between Global and Local Gender Orders

Based on the study of gender identities in the Israeli hi‐tech sector, this article sets out to explore the doing of gender in a context comprised of two cultural repertoires characterized by divergent and contradictory fundamental assumptions: the new masculine transnational economy and pro‐natalist Israeli society. The article demonstrates how, by manoeuvering and moving between these global and local cultural repertoires, privileged Israeli hi‐tech women enact and construct a ‘new femininity’ that simultaneously challenges both the discourse of the ‘ideal hi‐tech worker’ and that of traditional Israeli femininity. This new femininity, I argue, is grounded in a local translation of the ‘family friendly organization’ discourse.     

Constructing Masculinity in the Building Trades: ‘Most Jobs in the Construction Industry Can Be Done by Women’

Construction is one of the most gender‐segregated sectors of the UK economy; men constitute over 99 per cent of the employees in the building trades. This article focuses on the role of discourse in reflecting and reproducing the absence of women in the construction trades. A small excerpt from an industry report is described, interpreted and explained using critical discourse analysis. The analysis takes as its starting point one phrase, ‘most jobs in the construction industry can be done by women’ and places it in its structural, institutional and historic context, showing its dependence on presuppositions about women's abilities, and the ideological basis of those assumptions. Male construction workers' masculine identity is defined in relation to their ‘tough’ job. The culture of taking safety risks, and working long hours in primitive working conditions suits some employers very well. The report's assertion that women can do ‘most jobs’ in construction appears to challenge the dominant ideology but it actually reproduces it, helping to maintain gender segregation. Thus it contributes in a small way to sustaining existing power relations by containing potentially transformative movements.     

‘Keeping it real’: tryhards,clones and youth discourses of authentic identity from Hollywood to high school

Authenticity is a key cultural rubric for youth in the contemporary West. Texts aimed at young people frequently direct viewers to ‘keep it real’, to ‘be themselves’ and to avoid ‘putting up a front’. ‘Being yourself’ is portrayed as a moral achievement, yet also as something subjects should ‘naturally’ be. This article examines how students at an urban high school in Aotearoa/New Zealand conceive of being ‘real’, exploring what they deem to be authentic identity and its expressions. This article considers the students' use of both constructionist ‘surface’ and essentialist ‘depth’ discourses of identity. It examines how the students conceive of authentic identity as both stable and fluid, anchored in bodily experience and produced at the moment of recognition by others. It argues that through the production of the figures of the ‘clone’ and the ‘tryhard’, the students resolve the tension created by their positioning of identity as inseparable from the gaze of others and their view that to live for others is inauthentic. The students distance themselves from the behaviour of these Others, who they conceive as presenting themselves inauthentically. The students' conceptualisation of authenticity and use of the figures of the clone and the tryhard provides impetus for the positioning of authentic identity as performative, produced through its enactment.     

‘It's Just Acting’: Sex Workers’ Strategies for Capitalizing on Sexuality

This article reports on an ethnographic study of female sex workers in Britain who work in the indoor prostitution markets. The empirical findings contribute to the sex‐as‐labour debate and add to the sociological literature regarding the gendered and sexualized nature of employment, particularly the aesthetic and emotional labour of service work. Grounding the empirical findings in the theory of identity management and emotional labour and work, the article reviews some of the existing examples of how sex workers create emotion management strategies and describes an additional strategy, that of the ‘manufactured identity’. I argue that sex workers create a manufactured identity specifically for the workplace as a self‐protection mechanism to manage the stresses of selling sex as well as crafting the work image as a business strategy to attract and maintain clientele. Drawing on comparisons between sex work and other feminized service occupations, I argue that sex workers who are involved in prostitution under certain conditions are able to capitalize on their own sexuality through the construction of a manufactured identity. The process of conforming to heterosexualized images in prostitution is conceptualized as not simply accepting dominant discourses but as a calculated response made by sex workers to manipulate the erotic expectations and the cultural ideals of the male client.     

Change Makers? Women's Microenterprises in a Bolivian City

If entrepreneurs are society's innovators, what is the role of businesspeople in poor countries — particularly, the ‘micro’ businesspeople that make up the majority? What hope for decreasing poverty and improving livelihoods do microbusinesses offer? In particular, what is the role of women microentrepreneurs, whose incomes have been understood to contribute a great deal to the well‐being of poor households? This paper is based on case studies collected in the late 1990s in Sucre, Bolivia, a context in which many women are the owners of independent microenterprises. Women in Sucre control a range of microenterprises in the commerce, production and service sectors and are recognized as businesspeople by their spouses, families and people in their community. Under such conditions of ‘empowered’ business ownership, what is the potential of these businesses to decrease poverty? The study explores the business experiences of women microentrepreneurs, their priorities, entrepreneurial abilities and the obstacles they face. It suggests the kinds of business activities which women in Sucre are most likely to undertake and the income levels which these activities generally attract. Finally, it indicates that, while women in Sucre can control resources and take advantage of opportunities as businesswomen, other constraints mean that most women's businesses have only a limited ability to decrease poverty. ‘Microenterprise development’ alone is insufficient to address the complex relationships affecting how these women and their households access resources.     

Refashioning a Passionate Manager: Gender at Work

Despite what has been historically recognized as the masculinity of the credentials required for successful business life, contemporary managers now face new challenges. They are required to be caring and relationship‐oriented. The traditional masculine/feminine hierarchy of logic/emotion is being reshaped by the imperative to be ‘passionate’ in the workplace. This article argues that a new gendered truth plays an important part in the ‘regime of truth’ (Foucault, 1980, p. 131) that shapes current organizational life. This truth, championed by feminists to distinguish women's contribution to social life, forms part of our understanding of what it means to be a successful manager. To achieve success in the current environment managers must be, not just rational, but passionate about their work. The article provides readings of a range of texts to establish the centrality of gender and its relationship to contemporary postmodern discourses about change and difference in management practice. The article articulates both some of the new freedoms and constraints for managers. It also elaborates some of the mechanisms whereby this gendered truth reconfirms the traditional masculine/feminine hierarchy.

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‘I'm not proud,I'm just gay’: Lesbian and gay youths' discursive negotiation of otherness

This article outlines the shared identity construction of five gay and lesbian members of an LGBT youth group, situated in a conservative, working‐class, Northern English town. It is shown that the young people's identity work emerges in response to the homophobia and ‘othering’ they have experienced from those in their local community. Through ethnography and discourse analysis, and using theoretical frameworks from interactional sociolinguistics, the strategies that the young people employ to negotiate this othering are explored; they reject certain stereotypes of queer culture (such as Gay Pride or being ‘camp’) and aim to minimise the relevance of their sexuality to their social identity. It is argued this reflects both the influence of neoliberal, ‘homonormative’ ideology, which casts sexuality in the private rather than public domain, and the stigma their sexuality holds in their local community. These findings point to the need to understand identity construction intersectionally.     

Indigenous identity, ‘authenticity’ and the structural violence of settler colonialism

In many ways, the structural violence of settler colonialism continues to dominate the lived experience of Indigenous populations, including Aboriginal and Torres Strait Islander peoples in contemporary Australia. One aspect of this structural violence concerns the regulation of Indigenous identity, today perpetuated through state monitoring of the ‘authenticity’ of Aboriginal people. This article argues that the contest over Indigenous identity perpetuates a form of symbolic political violence against Indigenous people. It considers the ways in which structural violence against Indigenous identity has featured in Australia's settler colonial regime and examines the particular violence faced by urban-dwelling Aboriginal people, who endure much contemporary scrutiny of the ‘authenticity’ of their Indigeneity. As a case study, the article examines the symbolic violence associated with a particular legal case in Australia and, in light of this analysis, concludes that settler colonies could make a decolonising gesture by legislating for the protection of Indigenous identity.     

Woman as Manager: A Seductive Ontology

Much of the women in management literature has, quite rightly, problematized women's relationship to dominant masculinist organizational practices and cultures, these debates being underpinned by extensive data revealing women's extreme numerical marginalization at senior management level across both public and private sectors. One such site where women have long been under‐represented is education management. Recent research, however, indicates some significant shifts in this regard, specifically in the UK further education sector where the number of women principals has increased sixfold in the past six years. In one sense then, equal opportunity as a political objective might be seen as ‘working’ in one public sector site, with education management no longer a ‘gender exclusive zone’. Drawing on poststructuralist understandings of identity, this article examines this phenomenon with respect to the seductive aspects of management and the issues of ontological security which surround women and men's investment in ‘frantic organizational cultures’. The article discusses some of the tensions, ambiguities and opportunities which might exist for many women managers as they ontologically invest in the ‘secure systems’ of a masculinist organizational culture.     

‘Taking it Like a Man’: Masculinity,Subjection and Resistance in the Selling of Life Assurance

This article examines the operation of mechanisms of control and modes of resistance within work organizations and interrogates the role of subjectivity in such mechanisms. Specifically, I mean to examine how forms of resistance are influenced by the masculine ‘mystique’ ( Collinson, 1988 ) of given occupations, focusing on that which pervades the field of Sales. Theoretically, the work of Foucault on ‘the self’ is adopeted (1985, 1986) to examine how control at work is attempted and occasionally effected through the construction of a specifically gendered identity of ‘the salesman’. With material from an 18‐month study of a UK life assurance institution, Lifelong Assurance ( Hodgson, 2000 ), I describe the operation of a bureaucratic technology of surveillance within the Sales division. In particular, I focus on the way in which employees’ responses to this system were structured by the specific masculine identities promoted and reproduced within sales, centring on an ideal of autonomy and self‐reliance. While the masculine discourse of autonomy frequently resulted in resistance to technocratic systems of surveillance, it was also clear that such discourses left employees isolated and vulnerable to more profound mechanisms of control through their engineered dependence upon their managers for security and the affirmation of their identity.     

Ethnic Community and Ethnic Boundaries in a “Sauce‐Scented Neighborhood”1

This article investigates the problem of ethnic boundary making in a changing context. Our case is Boston’s North End, a historically Italian neighborhood undergoing changes to its social and physical environment, making the ethnic definition of neighborhood identity and belonging more difficult though not less salient. Consequently, participants in the workings of the neighborhood—residents, business owners, politicians—face challenges of both boundary placement (who is Italian and who is not?), as well as cultural content (what does it mean to be “Italian”?). Rather than viewing Italian ethnicity as simply weakening over time, we argue that the North End shows ethnicity is in a stage of category divergence, where the still‐dominant ethnic identity is juxtaposed not against another ethnic out‐group, but at various times against boundaries of class and race, commercial and community values, even city political boundaries. Drawing on ethnographic research and in‐depth interviews, we describe three group identity frames that illustrate these processes and reveal how Italian ethnicity continues to animate discourse and action in the neighborhood.     

All the way from … authenticity and distance in world music production

World music and the narratives it produces are at the very centre of a formerly transnational production and consumption process. However, the shortened distance between the sites of production and consumption of this good, brought on by migration and greater participation, has created a dilemma for the UK-based artists who perform it: how to maintain authenticity without the added value of ‘distance’. Therefore, the aim of this article is to examine the ways in which musicians and other participants attempt to overcome this problem and in doing so (re)-construct particular aspects of their identity. Rather than being just another critique on authenticity, this article uses distance as an organizing concept in understanding the challenges facing world music production in the UK.     

Women Elite Leaders Doing Respectable Business Femininity: How Privilege is Conferred,Contested and Defended through the Body

This paper offers a theory of respectable business femininity. Respectable business femininity is theorized as a discursive and relational process that explains tensions women elite leaders experience at the nexus of being both One and Other and sometimes privileged, embedded notions of leadership as masculine and wider expectations of acceptable embodied femininity. Such tensions manifest through a disciplining of women leaders’ bodies and appearance by self‐and‐others, as a means of appraising women as credible elite leaders and respectable women. Through a qualitative study we show how, within sites of ambiguity, embodied leadership and subjectivities are both enabled and constrained. Accounts highlight how privilege is fluid and (de)stabilized in that it is conferred, contested and defended through women's bodies and appearance. We advance understandings of contemporary respectable femininity, privilege at work, and body work, and consider practical implications for women leaders and management education.     

‘Ass‐kicking’ Women: Doing and Undoing Gender in a US Livestock Auction

Using in‐depth interviews with farm operators and participant observation at a livestock auction, this article explores how women in conventional agriculture in the USA ‘do gender’ in a male‐dominated world. In particular the ways that space, both public and private, alters the performance of gender are analysed. Given that agriculture in the USA has traditionally been tied to masculinity and that more and more women are entering the field, the article examines the strategies women employ to negotiate the tension between being women and being farmers. The findings suggest that in general women's success is intricately tied to their ability to reproduce the masculinity that spells success for their male counterparts. These women dress in masculine clothing, swear and are ‘tough as nails’. Furthermore, women's mere presence as farm operators does not necessarily subvert the relationship between masculinity and agriculture. In many ways this notion is reinforced by the presence of these women and so the performance of gender ultimately reinforces rather than subverts the ties between hegemonic masculinity and agriculture.