Helpers in the New Economy
Article first published online: 20 MAY 2014
© 2014 by the American Anthropological Association. All rights reserved.
Volume 22, Issue 1, pages 16–23, April 2014
How to Cite
El-Annan, A. (2014), Helpers in the New Economy. Transforming Anthropology, 22: 16–23. doi: 10.1111/traa.12021
- Issue published online: 20 MAY 2014
- Article first published online: 20 MAY 2014
- affective labor;
- personal training;
- market insecurity
What 21st century occupation exemplifies a set of skills needed in a new market—accessibility, salesmanship, flexibility, and strength? How does one theorize affective relationships and labor? Examining the rise of the occupation of personal training, focusing particularly on the relationship between affective labor and market shifts that have led to job insecurity, this essay examines the fast rising occupation of personal training, asking questions about its occupational nature, its growth and popularity, its movement from everyday life to entertainment, and finally its relationship with self help and “helping” genres of both literature and fitness.