Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface ix
4. 1. Entrepreneurial Wishes and Career Dreams 1
5. 2. The Aspirational Ethos: Gender, Consumerism, and Labor 12
6. 3. (Not) Just for the Fun of It: The Labor of Social Media Production 45
7. 4. Branding the Authentic Self: The Commercial Appeal of “Being Real” 98
8. 5. “And Now, a Word from Our Sponsor”: Attracting Advertisers, Building Brands, Leveraging (Free) Labor 136
9. 6. The “Instagram Filter”: Dispelling the Myths of Entrepreneurial Glamour 185
10. 7. Aspirational Labor’s (In)Visibility 216
11. Epilogue: The Aspirational Labor of an Academic 230
12. Appendix: Method and List of Interview Participants 237
13. Notes 243
14. Bibliography 261
15. Acknowledgments 293
16. Index 298