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The Production of Economic Value and The PDF
The Production of Economic Value and The PDF
economy
Paul McFadden
Abstract
This paper addresses itself to literature on aesthetic labour, affective labour, emotional labour
and immaterial labour and I argue for a theoretical re-evaluation of the importance of labour in
analysis of the ‘modes of life’ of contemporary society by examining these forms of labour in the
context of the change in political economy since around 1970 and the Autonomist Marxist thesis of
the ‘General Intellect’. Labour under capitalism is the site of the production of subjectivity and the
activity of the production of economic value and these forms of labour are preponderant over
other labours in the knowledge-based, service-oriented economy. My analysis presents the specific
importance of work in the processes of the production of contemporary life.
In contrast to the Autonomist Marxists, this paper proposes that the activity of these forms of
wage-labour in the post-modern economy reveals a tendency toward the creation of capitalistic
subjectivities. The real extent of the Fordist organisation of labour in the West is often
underplayed, but the worker is not always individualized and often exhibits acts of rebellion within
the power-relations of aesthetic labour, affective labour, emotional labour and immaterial labour.
1. Introduction
This short paper attempts to give an overview of new ways of working and show the determinate
relationships that occur between processes of valorisation, work, and the formation of subjectivities in
what has been called the ‘post-modern’ or ‘new’ economy. I look at key-themes of the nature of worker
subjectivities that obtain in ‘immaterial labour’1, ‘affective labour’2, ‘emotional labour’3, and ‘aesthetic
labour’4 as a result of the new power relations of post-modern capitalism. Analysis of these labours show
that the site of intellectual control over the labour process has shifted from capital to labour. New regimes
of control extend previous capitalist systems of surveillance and discipline over workers’ bodies, as in
Fordist modes of labour, toward power over, and a commodification of, workers’ subjectivities. Worker
1
Although the concept is introduced in Maurizio Lazzarato, ‘Immaterial Labor’ In Paulo Virno and Michael Hardt
(eds.), Radical thought in Italy: A Potential Politics (Minneapolis: University of Minnesota Press, 1996), Hardt &
Negri have brought the concept to prominence.
2
Hardt & Negri have taken the concept from a perspective of unwaged care labour in the home to one of wage-
labour. Empire. (Cambridge, MA: Harvard University Press, 2000).
3
Arlie Russell Hochschild, The Managed Heart: commercialization of human feeling. (Berkeley: University of
California Press, 1983).
4
Warhurst, C., Nickson, D., Witz, A. and Cullen, A, ‘Aesthetic Labour in Interactive Service Work: Some Case
Study Evidence from the “New” Glasgow’, Service Industries Journal, 20:3, (2000). 1-18.
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
2. The production of subjectivity and the creation of value: emerging forms of labour.
The concept of abstract labour, ‘homogenous...labour power expended without regard to the mode of its
expenditure’1, is not as useful as it once was in examining value and subjectivity. The post-modern-phase
of capital is both defined by and has brought new ways of creating value that act upon human subjectivity
in new ways. The starting point for analysing the role of labour in the production of contemporary modes
of life must be in the qualitative, concrete aspects of labour, in the worker’s experience of it and in the
activity of labour.
There is a unity between the concepts of emotional labour and affective labour in both the historical and
concrete senses. Both can be said to originate before capital dominated social organisation, in
reproductive, nurturing and care labour in the home and there are also qualitative similarities in the
concepts. The key quality of affective labour as a commodity-producing activity is that it is ‘labour that
passion.’2 Emotional labour ‘requires a worker to manage his or her own feelings to produce a desired
The occurrence of emotional and affective labour in capitalism represents an alteration of the relation
between labour and capital. The use-value produced by the labour-power is a specific sort of subjectivity
that can be cultivated to produce a certain type of emotional response in another person and the extent of
capital’s intellectual control of this production process is the regulation of subjectivities according to
1
Marx Capital I 45-46.
2
Michael Hardt and Antonio Negri. Multitude. (London: Penguin, 2006). 108.
3
Ashley Mears and William Finlay. 'Not Just A Paper Doll: How Models Manage Bodily Capital and Why They
Perform Emotional Labour' Journal of Contemporary Ethnography 34:3 (2005). 319.
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Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
value-producing and value-realising norms. In the post-modern economy, the production of consumer
Immaterial labour
Immaterial labour is the labour that produces the informational and cultural content of society and
immaterial labourers, according to Lazzarato and Hardt and Negri, possess cognitive control over the
production process and increasingly operate under conditions of self-determination and autonomy. Its
commodities are ‘information’1, ‘knowledge or communication’2, which in turn create ‘social relations’
and a ‘system of needs’3. Labour is becoming ‘biopolitical labour’4, creating social life as a commodity.
Neither Hardt and Negri, nor Lazzarato, offer a substantial qualitative content to the concept of
immaterial labour. There is a lack of ethnographic data on a specifically ‘immaterial’ form of labour in
action.
Hardt and Negri propose that the worker-subjective nature of the activity and cognitive control of the
production process is beginning to permeate traditionally ‘Fordist’ forms of labour. Despite its failings,
processes of the reproduction of labour and the reproduction of society in post-modern political economy
and the political potential of the development of capitalist processes of valorisation. The walls between
Aesthetic labour
1
Lazzarato, ‘Immaterial’ 138.
2
Hardt, ‘Affective’ 94.
3
Georg Wilhelm Friedrich Hegel. Philosophy of Right Translated T.M Knox. (Oxford: Clarendon Press, 1942).
123.
4
Hardt and Negri, Multitude 109.
2
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
Aesthetic labour is work that relies ‘to a large extent upon the physical appearance or, more specifically,
the embodied capacities and attributes’1 of the worker. This aesthetic content of labour is commodified by
capital. The process of the commodification of embodied attributes begins with the recruitment of
workers with suitable attributes and capital develops regimes of behaviour control that utilise
subjectivities to “present” the aesthetic in a way that creates and realizes value. The commodity of
aesthetic labour is, again, the production of an affect – a desire, passion or want – in the subjectivity of
the consumer.
There are different power structures at work in the regulation of aesthetic. For Warhurst, the ‘regulation
of appearance’ is internalized by capital with ‘grooming standards committees [and] uniform police.’2
There is, however, a more ‘pure’ form of aesthetic labour that must be considered. Fashion models are
“self-employed” or, rather, they operate in an insecure form of wage labour. Fashion models, and the self-
employed generally, internalize the capitalist process of exploitation, and the ‘internalization of self-
of appearance. Fashion models are not contractually subject to capital’s structures of aesthetic regulation,
only the imperative to maintain or develop the particular aesthetic that capital requires for its valorisation.
Models, like other aesthetic workers, and emotional, affective and immaterial workers, must conform to
the subjectivity that capital decides is the valorising-subjectivity or they will not work in those spheres of
production.
Aesthetic labour requires the ‘ongoing production of the body/self’4 and highlights Hardt and Negri’s
“inside/outside”5 distinction of capital’s production of subjectivity. In aesthetic labour, there must be pre-
work management of worker subjectivity and capital requires that the end of that subjectivity is the
production of the required aesthetic. Capital’s production of subjectivity extends outside work-time and
1
Chris Warhurst, Dennis Nickson, Anne Witz and Anne Marie Cullen. 'Aesthetic Labour in Interactive Service
Work: Some Case Study Evidence from the "New Glasgow"' The Service Industries Journal 20:3 (2000). 2.
2
Warhurst et al, ‘Aesthetic’ 13.
3
Robert Cox, Production, Power, and World Order: Social Forces in the making of History. (New York: Columbia
University Press, 1987). 54.
4
Joanne Entwhistle and Elizabeth Wissinger. 'Keeping up Appearances: aesthetic labour in the fashion modelling
industries of London and New York' The Sociological Review 54:4 (2006) 774.
5
Hardt and Negri, Empire 196.
3
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
work-place. Systems of control of the aesthetic extend to the workers everyday life with specific
consumption regimes managed by the worker herself, of which the aim is to produce and realize value.
A mode of labour
By analysing worker-subjectivity, how it is exercised on an everyday basis, and where, how and why it is
produced, clear points of qualitative confluence and sameness are revealed across these four forms of
labour.
The goals of emotional, affective, immaterial and aesthetic labour are the same. The labour-activity of
workers in these spheres is to create a specific state of mind in the consumer of the commodity. Whether
that state of mind is enjoyment, guilt, desire or need, workers in these spheres earn a wage by producing
an alteration in the subjectivity of the object of their labour. However, the method of creating this
response, the labour activity, should be qualitatively differentiated. In emotional labour, capital invests
value, labour-power, in order to produce worker-subjectivities that “want” to produce the required
emotions in the consumer of the emotion-commodity. Capital wants labour to create emotion as though
the worker was hosting guests at home. In this way, capital ‘extends and uses [worker’s] basic empathy’1.
Affective labour and aesthetic labour operate in exactly the same capacity in their service guise. Workers
are required to behave as though their customers were important family friends. However, this non-work
subjectivity is alienated from the worker and reified because of its goal of value-production. ‘The
individual is an effect of power and, at the same time...is the element of its articulation’2 in terms of
labour activity, the production of commodity and value, and the formation of political subjectivities.
1
Hochschild, Heart 106.
2
Michel Foucault, Power/Knowledge: Selected Interviews and Other Writings, 1972-1977. Colin Gordon (ed.)
(New York: Prentice Hall, 1980). 98.
4
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
The subject is alienated from her own subjectivity in this work and as her empathy or bonhomie are
utilised as a source of value, so empathy and bonhomie are reified and alienated. Emotion and aesthetic,
objectified under conditions of wage labour, become a commodity with an exchange-value. Subjectivity
is alienated from the worker in the transaction of the use-value of labour-power for its exchange-value.
As immaterial labour is the exercise of worker subjectivity under the subjectivity-production regimes of
capital, and as immaterial labour is also exercised to the production of value and occurs in the same
transaction of the use-value of labour-power for its exchange value, so immaterial labour also constitutes
an alienation of subjectivity. The alienation of subjectivity in the capitalist process of valorisation across
the forms of labour is the same. “Outside” capital subjectivity is alienated by capital, it is bought.
In all these forms of labour, capital subsumes worker subjectivity and sets that subjectivity to the
production and manipulation of the subjectivities of consumers. This production of subjectivity is the
commodity and the skill of the work is the ability to alter the subjectivities of others. The
emotional/affective/ immaterial/aesthetic worker is the subjectivity that manipulates subjectivity and the
worker relates to the consumer as an object. As the worker objectifies her subjectivity in the consumer
and alienates the consumer is rendered a subject/object by the worker and, ultimately by capital. This
objectification or subsumption of the person, or subject, is not merely a subsumption of the worker and
the consumer but is a process of capital’s reproduction of labour and society. The knowledge,
information, and culture that is produced as commodities by these forms of labour is institutionalised in
processes of the reproduction of society, such as education, law, welfare, politics, property and
democracy and in non-codified conventions like the concepts of ‘care’, ‘love’ and ‘work’. This
work-place, before and after becoming a worker. The commodity produced by her labour creates the
conditions for the reproduction of labour and her labour creates the norms of capitalist accumulation that
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Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
produce society. As the fashion model, waitress, flight attendant, marketing professional, and news
reporter regiment their subjectivity so the consumer of affects, information and aesthetics does.
If the Fordist worker can be called a “spoke in the wheel” of capitalist accumulation then the post-modern
worker is a wheel in herself, constantly directed to turn, go faster, remould, and repair. She makes her
decisions but her decisions are determined by capitalist power relations. This change in the cognitive
division of labour is both a cause and consequence of changes in the production and reproduction of
This post-modern mode of labour is capital acting upon subjectivity to act upon subjectivity. Capital
utilises and transforms worker subjectivities, and sets them and transforming the subjectivities of workers
and consumers. Capitalist processes of valorisation do not merely determine worker subjectivities but also
determine social, the non-work time and place. This mode of labour produces the informational and
cultural content of society as the relationship between capitalist valorisation and the production of
subjectivity determines value in both a quantitative and qualitative way. Subjectivity determines the
There is a growing centrality of worker subjectivity in the production process, and the knowledge of
labour is becoming more crucial to the optimal production of value and surplus-value. The labour activity
of the production process, and therefore the production of value, is regulated by the subjectivity of the
worker.
The subjectivity of the consumer of immaterial, emotional, affective and aesthetic labour is transformed
in the act of consumption of the subjective-commodity. The consumer, in turn, becomes a producer of the
“immaterial” content of society. In this way, the affects, emotions, knowledge and culture that are created
by these forms of labour are transmitted “outside” capital and back “inside” capital via the social relations
and norms that are reproduced by the consumer after the commodity-exchange.
6
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
Capital extends its exploitative power structures toward ‘the totality of social times which participate in
social production’1. Capital’s processes of valorisation determine and are determined by the nature of the
subjectivities of society and therefore they determine and are determined by the socio-political structures
of society. ‘Communicative and affective capabilities are forcefully demanded by capitalism,’2 and this
demand creates determinate and determinant relations between labour and capital, the state and the
people, people and work, and, ultimately, between people. Free time ‘reacts back upon the productive
power of labour as itself the greatest productive power.’3 This is the political-economic phase of the
general intellect. ‘The material potentiality of general intellect,’ Virno attests on behalf of the Operaists,
‘has to be our starting point for a redefinition of political praxis.’4 The entirety of living labour, that is
labour-in-action, has become a means of production in itself. The use-value, ‘the material quality of the
means of labour, [becomes] fixed capital’5 and autonomous, self-directing, independent political
subjectivities are formed at the site of this new process of work and valorisation. Living labour, and the
society formed by living labour in the post-modern process of creating value, is a Multitude6of
‘The new human (or really the posthuman),’ Hardt and Negri argue, ‘will be accomplished primarily
through the new and increasingly immaterial forms of affective and immaterial labour.’7 The old battle
lines of class antagonism are redrawn by the Operaists, Virno talks of “tools of liberation”, as yet
unidentified by the political subject, but also points to, as Hardt and Negri do, the open rebellion against
Where is the rebellion? There is no evidence, or even a real suggestion, that workers from this so-called
hegemonic post-modern mode of labour are at the forefront of anti-capitalist or anti-state protest. If they
were then the modern state may well creak at the challenge. Virno proposes ‘the alliance between the
1
Vercellone, ‘Cognitive Capitalism’ 30.
2
Lazzarato, ‘Immaterial Labour’ 140.
3
Marx, Grundrisse 711.
4
Paolo Virno, 'Virtuosity and Revolution: The Political Theory of Exodus' in Paulo Virno and Michael Hardt (eds.)
Radical Thought in Italy: A Potential Politics (Minneapolis: University of Minnesota Press, 1996).
5
Marx, Grundrisse 693.
6
Vercellone does not use this term but presents the antagonism between the “living knowledge of labour” and the
“dead knowledge of capital” as an issue of political subjectivities. ‘Cognitive Capitalism’ 33-35.
7
Hardt and Negri, Empire 217.
7
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
general intellect and political Action’1 but no indicators or examples accompany this claim. We may
assume, therefore, that the subversive threat of the ‘social worker’, and of society, to the capitalist order
remains latent.
These claims for revolutionary subjectivity are based on a representation of an autonomous and self-
directing worker. The Operaists assume worker-autonomy and assume its proliferation amongst labour.
In the clamour for the revolutionary extension of their thesis, they ignore the very real systems of
focused subjectivities within the affective, immaterial, emotional and aesthetic industries. Hochschild
addresses the domination and perversion of worker subjectivity. Emotional workers, and workers across
the post-modern sector, are “self-sellers”; their customers are “guests”. Furthermore, the immaterial
labour of communication is regimented, for example, by computers (the machine), ‘automated call
distribution’2 systems, and abstract “performance” statistics. ‘Control over the labour process is encoded
into the machines’3 and the purpose of this discipline and control, and its accompanying production of
conformist and fearful subjectivities, is the creation of value. Work from across the four post-modern
forms is ‘a way for organisations to extend their control over workers from their bodies to their hearts and
minds’4. Post-modern labour is the domination of capital over labour and society.
If we assume that the Operaists are correct in their methodological assumption that all labour and all
industries are becoming increasingly dependent on communicative, cultural and affective content, what
might other alternatives be to the thesis of “revolutionary subjectivity”? We might say that the capitalist
culture and information industry ‘produces mass deception and a false sense of happiness’5, or that it
generates superficial and spurious needs ‘to create, purposely and deliberately, permanent and
1
Virno, ‘Virtuosity and Revolution’ 197. (Virno’s capitalisation)
2
Donald J. Winiecki, 'Subjects, Subjectivity, and Subjectification in Call Centre Work: The Doing of Doings'
Journal of Contemporary Ethnography 36 (2007). 358.
3
Matt Davies. 'Works, Products and the Division of Labour: Notes for a Cultural and Political Economic Critique'
in Jacqueline Best and Matthew Peterson (eds.) Cultural Political Economy (London: Routledge, forthcoming
2009). 21.
4
Mears and Finlay, ‘Paper Doll’ 319.
5
Andreas Wittel. 'Culture, labour and subjectivity: For a political economy from below' Capital & Class 84 (2004).
13.
8
Paul McFadden The production of economic value and the formation of political subjectivities in the post-modern economy
meretricious dissatisfactions in human beings’1. Under monopoly capital the artisan is bodily thrown into
the factory. The new phase of capitalism reveals a tendency to totalise the subjugation of subjectivities
and extend the reach of capitalist determination to all spheres of life: capital throws the minds of the
workers into the factory. The post-modern mode of labour is the material representation of knowledge
becoming a force of production but also of the production of capitalistic subjectivities and capitalistic
modes of life.
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