“….’ (Costea et al, 2005: 141). As others have pointed out, following the increased focus on elements such as ‘culture management’, ‘self-management’ and ‘Human Resource Management’ in the 1980s, a new mixture of play and work has appeared on the managerial horizon (Andersen, 2009, 2013; Roberts, 2012). It is in relation to these focuses that, in the early 21st Century, ‘self-assertion seems to have produced a new cultural order in which Dionysian modulations have come to replace the rational, productive, ascetic, self-sacrificial “Prometheus” of early capitalism’ (Costea et al, 2005: 146).…”