Ocularcentric Labour:  “you don’t do this for money”

Abstract

This article is a response to Lansbury’s call (2009) in this journal for a re-conceptualization of work and employment. It supports Lansbury’s belief that the employment relationship cannot be understood in isolation from wider social change. Building on the tradition of emotional labour and aesthetic labour, this study introduces theoretically and empirically the concept of “ocularcentric labour” (the worker seeking the adoring gaze of the client as the primary employment reward). This paper seeks to establish: the empirical generalizability of ocularcentric labour; its conceptual differentiation with aesthetic and emotional labour; and the implications of ocularcentric labour for industrial relations and collective interest representation.Through a study of the employment relationship in the commercial health and fitness industry in Queensland (Australia), we identify this new type of labour as one in which the worker’s primary goal is to seek the psycho-social rewards gained from exposing their own body image. This quest shapes the employment relationship (both the organization of work and the conditions of employment). We argue that for many fitness workers the goal is to gain access to the positional economy of the fitness centre to promote their celebrity. For this they are willing to trade-off standard conditions of employment and direct earnings, and exchange traditional employment rewards for the more intrinsic psycho-social rewards gained through the exposure of their physical capital to the adoration of their gazing clients. As one worker said “You don’t do this for money.” Significantly, with ocularcentric labour the worker becomes both the site of production and consumption.The study draws on quantitative and qualitative data captured from the Australian health and fitness industry with one snapshot taken in 1993 and another in 2008. The conclusion draws together the key conceptual and empirical points and findings and examines the implications for the conceptualization of IR in the contemporary economy.Cet article constitue une réponse à l’appel de Lansbury (2009) dans cette revue en faveur d’une conceptualisation renouvelée du travail et de l’emploi. Il appuie la position de Lansbury à l’effet que la relation d’emploi ne peut être comprise sans tenir compte de son contexte social plus large. Construisant selon la tradition du travail émotionnel et du travail esthétique, l’étude introduit théoriquement et empiriquement le concept de travail « ocularocentriste » (en anglais ocularcentric labour, c’est-à-dire dans l’exercice duquel le travailleur ou la travailleuse recherche l’appréciation admirative du client comme source première de rétribution). Ce texte cherche à établir la généralisabilité du travail centré sur le regard, sa différence conceptuelle d’avec le travail esthétique et émotionnel ...

How perceptions of physique can influence customer satisfaction in health and fitness centres

“…Research has pointed to an increasing influence of physique on identity, self-concept and physical capital. Sappey and Maconachie (2012) suggested that the body is a central concept to self-identity, with some individuals increasingly defining themselves through their physique. Frew and McGillivray (2005) proposed that this concept of the 'body aesthetic' increasingly represents the physical capital of the individual in contemporary society.…”

“…First, staff may facilitate the customers' attainment of a more desired physique outcome through their role as class instructors or personal trainers, with Sappey and Maconachie (2012) suggesting that the fitness workers' appearance, or more precisely their physical capital, helps to retain and motivate clients. Second and conversely, the presence of staff with attractive physiques (typical of health and fitness centres) may create a context of upward social comparison (Dijksterhuis et al, 1998;Festinger, 1954) where the customer evaluates their physique negatively against the staff member.…”

“…The body in contemporary society as a vessel of aesthetic worth is constructed socially via images presented in the media, to a point where the meaning of physique forms the basis of many individuals' identity and self-concept (Sappey & Maconachie, 2012). An individual's appearance influences the way they perceive how others perceive them, with such self-presentation concerns being an important motivator to participate in exercise.…”

“…Possibly more than most other cultural institutions, the culture of health and fitness centres is couched in the importance of visual display. The centre is often defined by viewing others, and by being viewed, as an ocularcentric environment (Sappey & Maconachie, 2012).…”

Fatores que Impactam a Intenção de Compra do Consumidor do Serviço de Personal Trainer

“…Neste conceito, o personal trainer com aparência física desejável pelo consumidor, como citado acima, pode motivá-lo a ter intenção de compra dos seus serviços (TianCole & Cromption 2003;Sappey & Maconachie, 2012). Assim alcança-se a quinta e última hipótese, proposta nessa pesquisa.…”