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Estetisk arbetskraft: negativ stress eller ökat välmående genom rollidentifikation
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Aesthetic labour means that a person with a certain physical aptitude is

required. Previous researcher in this field has essentially been focusing on the

business benefits from front-line employees as reinforcement to their image.

Furthermore, researches have discussed how the employees experience the

aesthetic requirements and have found negative effects. Motivation research

have, on the other hand, shown that if a person can identify with the

requirements it can create wellbeing, through the creation of role

identification. Consequently, the research shows different effects of aesthetic

requirements, which are this study’s starting point and the aesthetic labour will

be illumine with motivations research. The purpose of this study is to

illuminate aesthetic labour from a role identification perspective, to understand

how the front-line employee is affected by the aesthetic requirements. In the

theoretical framework the aesthetic labour will be explained and its negative

effects, although also illumined by the research of motivation’s benefits. The

method applied has a qualitative approach and the data has been collected by

semi-structured interviews with seven employees in retail and the banking

sector. The interviews have been transcribed and coded to enable

interpretations of the data with the theoretical framework by categorizing and

creating themes of the found phenomena. The result yielded four different

levels on how the employees identified themselves in their role at work, which

creates different reactions to behaviour (active identification, acknowledgment,

acceptance and conflicting conciliation). In the discussion these levels where

further developed in relation to and with the theoretical framework,

concerning how result partially confirms previous research. Furthermore, the

study’s findings in the field of aesthetic labour are discussed, which are that

employees’ experience of aesthetic requirements is more complex and that

additional levels of motivation in the role at work exists. The conclusion

summarizes the main points of the study and outlines the study’s contribution

of aesthetic labour, which is the understanding that additional levels of

motivation in a role at work exists and that employees can be motivated

without identification.

Place, publisher, year, edition, pages
Keyword [sv]
Aesthetic labour, aesthetic demand, aesthetic requirements, selfdetermination theory, motivation, role identification
National Category
Business Administration
URN: urn:nbn:se:kau:diva-45405OAI: diva2:954158
Subject / course
Business Administration
Educational program
Business Administration and Economics, 180 hp
Available from: 2016-08-22 Created: 2016-08-20 Last updated: 2016-08-22Bibliographically approved

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