Abstract
This paper seeks to advance research on the nexus of language, work-related training and affective capitalism by focusing on an entrepreneurship workshop organized for newly arrived refugees in Germany. Despite the occupational orientation, the primary objective of the workshop was not establishing a business but “empowering” the participants by guiding them to adopt “an entrepreneurial mindset”. To delve deeper into this ‘will to empower’, the study brings together the perspectives of governmentality studies, ethnography, discourse studies and affect studies. To investigate in more detail the evocation of the ‘entrepreneurial mindset’, the study draws on ethnographic data collected in the context of the workshop and focuses on a particular discursive resource, the genre ‘elevator pitch’. The analysis examines how this genre operated as a technology of government by allowing an attempt at modulating the affective states and attachments of the participants so as to evoke an affective configuration characterized by hardness, resilience and diligence, but above all by aspiration, optimism and confidence: faith in oneself, and a horizon of hope that the possibility of self-employment created. The concluding section discusses this subjectification regime as a manifestation of contemporary affective capitalism, in the context of forced migration and beyond, in the light of recent social and sociolinguistic research.
References
Ahmed, Sara. 2004. The cultural politics of emotion. New York: Routledge.Search in Google Scholar
Allan, Kori. 2016. Self-appreciation and the value of employability: Integrating un(der)employed immigrants in post-fordist Canada. In Lisa Adkins & Maryanne Dever (eds.), The post-fordist sexual contract: Working and living in contingency, 49–69. Houndmills: Palgrave Macmillan.10.1057/9781137495549_3Search in Google Scholar
Allan, Kori. 2019. Volunteering as hope labour: The potential value of unpaid work experience for the un- and underemployed. Culture, Theory and Critique 60(1). 66–83.10.1080/14735784.2018.1548300Search in Google Scholar
Berlant, Laurent. 2011. Cruel optimism. Durham: Duke University Press.10.2307/j.ctv1220p4wSearch in Google Scholar
Blommaert, Jan. 2005. Discourse. A critical introduction. Cambridge: Cambridge University Press.10.1017/CBO9780511610295Search in Google Scholar
BMI (Bundesministerium des Innern, für Bau und Heimat). 2017. 280.000 asylsuchende im jahr 2016. https://www.bmi.bund.de/SharedDocs/pressemitteilungen/DE/2017/01/asylantraege-2016.html (accessed 22 June 2020).Search in Google Scholar
Brady, Michelle. 2016. Neoliberalism, governmental assemblages, and the ethnographic imaginary. In Michelle Brady & Randy Lippert (eds.), Governing practices. Neoliberalism, governmentality, and the ethnographic imaginary, 3–31. Toronto: University of Toronto Press.10.3138/9781487511913-003Search in Google Scholar
Bröckling, Ulrich. 2007. Das unternehmerische Selbst. Soziologie einer Subjektivierungsform. Frankfurt a. M: Suhrkamp.Search in Google Scholar
Bröckling, Ulrich, Susanne Krasmann & Thomas Lemke. 2000. Gouvernementalität, neoliberalismus und selbsttechnologien. Eine einleitung. In Bröckling Ulrich, Susanne Krasmann & Thomas Lemke (eds.), Gouvernementalität der gegenwart. Studien zur ökonomisierung des sozialen, 7–40. Frankfurt a. M: Suhrkamp.Search in Google Scholar
Bull, Anna & Kim Allen. 2018. Introduction: Sociological interrogations of the turn to character. Sociological Research Online 23(2). 392–398.10.1177/1360780418769672Search in Google Scholar
Cabanas, Edgar & Eva Illouz. 2019. Manufacturing happy citizens: How the science and industry of happiness control our lives. Polity: Medford.Search in Google Scholar
Caya. 2019. Elevator pitch examples from successful startups. Slidebean. https://slidebean.com/blog/startups-elevator-pitch-examples (accessed 22 June 2020).Search in Google Scholar
Cruikshank, Barbara. 1999. The will to empower: Democratic citizens and other subjects. Ithaca, NY: Cornell University Press.10.7591/9781501733918Search in Google Scholar
D’Aoust, Anne-Marie. 2014. Ties that bind? Engaging emotions, governmentality and neoliberalism: Introduction to the special issue. Global Society 28(3). 267–276.10.4324/9781315730530-3Search in Google Scholar
Del Percio, Alfonso & Vivian Wong Sze Wan. 2020. Resetting minds and souls: Language, employability and the making of neoliberal subjects. In Luisa Martín Rojo & Alfonso Del Percio (eds.), Language and neoliberal governmentality, 190–210. London: Routledge.10.4324/9780429286711-9Search in Google Scholar
Del Percio, Alfonso & Sara van Hoof. 2017. Enterprising migrants: Language and the shifting politics of activation. In Mi-Cha Flubacher & Alfonso Del Percio (eds.), Language, education and neoliberalism: Critical studies in sociolinguistics, 140–162. Bristol: Multilingual Matters.10.21832/9781783098699-010Search in Google Scholar
European Commission. 2013. Entrepreneurship 2020 action plan. Reigniting the entrepreneurial spirit in Europe. http://www.eesc.europa.eu/en/our-work/opinions-information-reports/opinions/entrepreneurship-2020-action-plan (accessed 18 June 2020).Search in Google Scholar
European Commission. n.d. Entrepreneurship in education. https://ec.europa.eu/education/policies/european-policy-cooperation/entrepreneurship-in-education_en (accessed 3 Dec 2021).Search in Google Scholar
Expertenreport. 2021. Corona-krise führt 2020 zu dückgang bei exitenzgründungen in Deutschland. April 15 2021. https://www.experten.de/2021/04/corona-krise-fuehrt-2020-zu-rueckgang-bei-existenzgruendungen-in-deutschland (accessed 30 Nov 2021).Search in Google Scholar
Favaro, Laura & Rosalind Gill. 2019. ‘Pump up the positivity’. Neoliberalism, affective entrepreneurship and the victimhood/agency debate. In María José Gámes-Fuentes, Sonia Núnez Puente & Emma Gómez Nicolau (eds.), Re-writing women as victims, 153–166. London: Routledge.10.4324/9781351043601-12Search in Google Scholar
Flubacher, Mi-Cha. 2014. Integration durch Sprache – die Sprache der Integration. Eine kritische Diskursanalyse zur Rolle der Sprache in der Schweizer und Basel Integrationspolitik 1998-2008. Göttingen: V&R Unipress.10.14220/9783737002035Search in Google Scholar
Flubacher, Mi-Cha & Alfonso Del Percio (eds.). 2017. Language, education, and neoliberalism. Bristol: Multilingual Matters.10.21832/FLUBAC8682Search in Google Scholar
Flubacher, Mi-Cha & Shirley Yeung. 2016. Discourses of integration: Language, skills, and the politics of difference. Multilingua 35(6). 599–616.10.1515/multi-2015-0076Search in Google Scholar
Foucault, Michel. 1982. Afterword: The subject and power. In Hubert L. Dreyfus & Rabinow Paul (eds.), Beyond structuralism and hermeneutics, 208–226. Brighton: Harvester Press.Search in Google Scholar
Foucault, Michel. 1988. Technologies of the self. In Martin H. Luther, Huck Gutman & Patrick H. Hutton (eds.), Technologies of the self. A seminar with Michel Foucault, 16–49. Massachusets: University of Massachusets Press. https://foucault.info/documents/foucault.technologiesOfSelf.en/ (accessed 22 June 2020).Search in Google Scholar
Foucault, Michel. 2006. Die Geburt der Biopolitik. Geschichte der Gouvernementalität II. Vorlesung am Collège de France 1978–1979. Edited by Michel Sennelart. Frankfurt a. M.: Suhrkamp.Search in Google Scholar
Gill, Rosalind & Shani Orgad. 2017. Confidence culture and the remaking of feminism. New Formations 91. 16–34.10.3898/NEWF:91.01.2017Search in Google Scholar
Gill, Rosalind & Shani Orgad. 2018. The amazing bounce-backable woman: Resilience and the psychological turn in neoliberalism. Sociological Research Online 23(2). 477–495.10.1177/1360780418769673Search in Google Scholar
IQ Network. n.d. A. The network “integration through qualification (IQ)”. https://www.netzwerk-iq.de/en/network-iq/programme-overview (accessed 30 November 2021).Search in Google Scholar
IQ Network. n.d. B. Competence centres of the network IQ. https://www.netzwerk-iq.de/en/network-iq/competence-centres (accessed 30 November 2021).Search in Google Scholar
Karppi, Tero, Lotta Kähkönen, Mona Mannevuo, Mari Pajala & Tanja Sihvonen. 2016. Affective capitalism: Investments and investigations. Ephimera: Theory & Politics in Organization 16(4). 1–13.Search in Google Scholar
Kauppinen, Kati. 2013. ‘Full power despite stress’: A discourse analytical examination of the interconnectedness of postfeminism and neoliberalism in the domain of work in an international women’s magazine. Discourse & Communication 7(2). 133–151.10.1177/1750481313476596Search in Google Scholar
Koller, Veronika. 2011. ‘Hard-working, team-oriented individuals’: Constructing professional identities in corporate mission statements. In Angouri Jo & Meredith Marra (eds.), Constructing identities at work, 103–126. Houndmills: Palgrave Macmillan.10.1057/9780230360051_6Search in Google Scholar
Kraft, Kamilla & Mi-Cha Flubacher. 2020. The promise of language: Betwixt empowerment and the reproduction of inequality. International Journal of the Sociology of Language 264. 1–23.10.1515/ijsl-2020-2091Search in Google Scholar
Leys, Ruth. 2011. The turn to affect: A critique. Critical Inquiry 37(3). 434–472.10.1086/659353Search in Google Scholar
Lorente, Beatrice. 2012. The making of “Workers of the World”: Language and the labor brokerage state. In Alexandre, Duchêne & Monica Heller (eds.), Language in the late capitalism. Pride and profit, 183–206. London: Routledge.10.21832/9781783099009-005Search in Google Scholar
Martín Rojo, Luisa & Alfonso Del Percio (eds.). 2020. Language and neoliberal governmentality. London: Routledge.10.4324/9780429286711Search in Google Scholar
Massumi, Brian. 1995. The autonomy of affect. Cultural Critique 31. 83–109.10.2307/1354446Search in Google Scholar
Massumi, Brian. 2015a. Politics of affect. Cambridge: Polity Press.Search in Google Scholar
Massumi, Brian. 2015b. The power at the end of the economy. Durham: Duke University Press.10.1515/9780822375814Search in Google Scholar
McElhinny, Bonnie. 2010. The audacity of affect: Gender, race and history in linguistic accounts of legitimacy and belonging. Annual Review of Anthropology 39. 309–328.10.1146/annurev-anthro-091908-164358Search in Google Scholar
McIlvenny, Paul, Julia Zhukova Klausen & Laura B. Lindegaard (eds.). 2016. Studies of discourse and governmentality: New perspectives and methods. Amsterdam: John Benjamins.10.1075/dapsac.66Search in Google Scholar
Michelle Brady & Randy Lippert (eds.). 2016. Governing practices. Neoliberalism, governmentality, and the ethnographic imaginary. Toronto: University of Toronto Press.10.3138/9781487511913Search in Google Scholar
Mitchell, Kathryne. 2006. Neoliberal governmentality in the European union: Education, training, and technologies of citizenship. Environment and Planning D: Society and Space 24(3). 389–407.10.1068/d1804Search in Google Scholar
Morrin, Kirsty. 2018. Tensions in teaching character: How the ‘entrepreneurial character’ is reproduced, ‘refused’, and negotiated in an English Academy School. Sociological Research Online 23(2). 459–476.10.1177/1360780418769670Search in Google Scholar
Ng, Carl Jon Way. 2019. “You are your only limit”: Appropriations and valorizations of affect in university branding. Journal of Sociolinguistics 23(2). 121–139.10.1111/josl.12331Search in Google Scholar
Nissi, Riikka & Kati Dlaske. 2020. Empowerment as an affective-discursive technology in contemporary capitalism. Insights from a play. Critical Discourse Studies 17(4). 447–467.10.1080/17405904.2019.1649161Search in Google Scholar
Pétursdóttir, Ingibjörg. 2018. Empowerment through entrepreneurial training. European Commission. EPALE – Electronic Platform for Adult Learning in Europe. https://epale.ec.europa.eu/en/content/empowerment-through-entrepreneurial-teaching (accessed 22 June 2020).Search in Google Scholar
Pietikäinen, Sari. 2021. Powered by assemblage: Language for multiplicity. International Journal of the Sociology of Language 267-268. 235–240.10.1515/ijsl-2020-0074Search in Google Scholar
Rose, Nikolas. 1996. Inventing ourselves. Psychology, power and personhood. Cambridge: Cambridge University Press.10.1017/CBO9780511752179Search in Google Scholar
Slaby, Jan. 2018. Drei haltungen der Affect studies. In Larissa Pfaller & Basil Wiesse (eds.), Stimmungen und athmosphären: Zur affektivität des sozialen, 53–81. Wiesbaden: Springer.10.1007/978-3-658-18439-1_3Search in Google Scholar
Slush. n.d. Why attend. https://www.slush.org/why-attend/startups/ (accessed 20 May 2019).Search in Google Scholar
Solin, Anna. 2018. Writing in the context of unstable norms: Teaching portfolios as a genre of academic recruitment. International Journal of Applied Linguistics 28(3). 424–437.10.1111/ijal.12213Search in Google Scholar
Strömmer, Maiju. 2021. In the name of security: Governmentality apparatus in a multilingual mine in arctic Finland. Journal of Sociolinguistics 25(2). 217–234.10.1111/josl.12458Search in Google Scholar
Sunyol, Andrea & Eva Codó. 2020. Fabricating neoliberal subjects through the international baccalaureate diploma programme. In Luisa Martín Rojo & Alfonso Del Percio (eds.), Language and neoliberal governmentality, 135–161. London: Routledge.10.4324/9780429286711-7Search in Google Scholar
Swail, Janine, Simon Down & Teemu Kautonen. 2014. Examining the effect of ‘Entre-tainment’ as a cultural influence on entrepreneurial intentions. International Small Business Journal 32(8). 859–875.10.1177/0266242613480193Search in Google Scholar
Urciuoli, Bonnie. 2020. Leadership communication “skills” and undergraduate neoliberal subjectivity. In Luisa Martín Rojo & Alfonso Del Percio (eds.), Language and neoliberal governmentality, 91–110. London: Routledge.10.4324/9780429286711-5Search in Google Scholar
Urla, Jacqueline. 2019. Governmentality and language. Annual Review of Anthropology 48. 261–278.10.1146/annurev-anthro-102317-050258Search in Google Scholar
Wetherell, Margaret. 2012. Affect and emotion. A new social science understanding. London: Sage.10.4135/9781446250945Search in Google Scholar
Wetherell, Margaret. 2013. Affect and discourse – what’s the problem? From affect as excess to affective/discursive practice. Subjectivity 6(4). 349–368.10.1057/sub.2013.13Search in Google Scholar
Wikipedia.org, s. v. Dragons’ Den. n.d. https://en.wikipedia.org/wiki/Dragons%27_Den (accessed 22 June 2020).Search in Google Scholar
© 2022 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- Introduction: language, work and affective capitalism
- The pedagogy of love: a register of precarised English teachers in Chile
- Genealogies of reflexivity: register formations and the making of affective workers
- Language, (em)power(ment) and affective capitalism: the case of an entrepreneurship workshop for refugees in Germany
- Scripting Swiss smiles: a sociolinguistic analysis of affective-discursive practices in a Swiss call centre
- Empowerment narratives and sticky affects: the workings of affective capitalism in Philippine call centers
- Varia
- Intergenerational communication and family language policy of multicultural families in Japan
- Who texts what to whom and when? Patterning of texting in four multilingual minoritized language communities and a preliminary proposal for the language repertoire matrix
- Journey towards an unreachable destiny: parental struggles in the intergenerational transmission of Chinese as a heritage language in Australia
Articles in the same Issue
- Frontmatter
- Introduction: language, work and affective capitalism
- The pedagogy of love: a register of precarised English teachers in Chile
- Genealogies of reflexivity: register formations and the making of affective workers
- Language, (em)power(ment) and affective capitalism: the case of an entrepreneurship workshop for refugees in Germany
- Scripting Swiss smiles: a sociolinguistic analysis of affective-discursive practices in a Swiss call centre
- Empowerment narratives and sticky affects: the workings of affective capitalism in Philippine call centers
- Varia
- Intergenerational communication and family language policy of multicultural families in Japan
- Who texts what to whom and when? Patterning of texting in four multilingual minoritized language communities and a preliminary proposal for the language repertoire matrix
- Journey towards an unreachable destiny: parental struggles in the intergenerational transmission of Chinese as a heritage language in Australia