Embodying aesthetic entrepreneurialism: Men, the body and the performing arts

Scholarship has identified women as the ideal neoliberal subjects of late capitalism and, it is argued, that increasingly intensified practices of appearance and visibility are critical to their new labouring subjectivities. However, there is also a small but growing body of research on the relationship between men, the body, and practices of appearance and looking. In this article, we examine the experiences of men (n = 12, ages 23–33 years) in the highly aestheticized industry of the performing arts, including theatre, dance, film and television. Drawing on feminist- and Foucauldian-informed approaches to creative and cultural industries, we gleaned two overarching themes from this research, including: the imperative to take up a particular bodily ideal and the complexities and uncertainties this entails; and the necessity to successfully emotionally manage these complexities and uncertainties. Together these two dimensions represented key performativities in the emergence of the entrepreneurial subject for men in the performing arts. We conclude with preliminary observations about men working in industry-specific contexts, such as the performing arts, and how the experiences of these men shed insight on practices of visibility and appearance of men more broadly.