e.g., a flight attendant has be be friendly and smile

e.g., if a man is not caring, he’s a brute; if he is caring, he’s a wuss.

other examples?

• gender-neutral and progressive;
• feminine “soft” skills are deployed as capital and valued;
• it’s a movement away from bureaucratic and male-dominated work structure;
• flexible work arrangements have emancipatory potential;

• contacted 80 potential participants (full-time bloggers, writers, designers, photographers, and marketers)
• snowball sampling and arrived at 17 interview, 5 more in-depth; 22 total(DuffyPruchniewska 2017, pp. 847-848)

• promotion should be done in a subtle, non-invasive way
• interviewees attempted to downplay and conceal the time and energy required so as to distance themselves from appearing overly aggressive or promotional

• gendered, online relational labor requiring people to appear trust-worthy and manage intimate relationships (e.g., a woman spent 4 hours a day on Facebook)

• interviewees felt obliged to share personal elements of their lives, and found managing the fuzzy lines between personal and professional persona is difficult
• compulsory visibility creates vulnerability to hate, trolling, and misogyny

• risk one’s feminine “organic” modesty being over-shadowed, or
• risk one’s entrepreneurial competitiveness being attached as un-feminine

• How can we differentiate between fake and authentic?
• How is authenticity gendered?
• How do marginalized people fare?
• Are we all entrepreneurs?
• Is there an alternative to hustling when starting up?