Sociology of Religion Commons^™

The Embodied Rhetoric Of Cognitive Labour, Shubhayan Chakrabarti

Electronic Thesis and Dissertation Repository

This dissertation traces the roots of neoliberal selfhood to the rationalist ontology of modernity in the 1600s. The historical tension between materialism and immaterialism is expressed in the historicisation of work into Fordism and post-Fordism where embodied factory toil is apparently replaced by immaterial work, recalling Descartes’ mind-body split. If post-Fordist work addresses the Marxist critique of alienation in its emphasis on entrepreneurial inner selves, it does not explain the post-Fordist preoccupation to efficiently “Taylorise” the body through obsessive productivity. I argue that the factory prevails in the entrepreneur’s adoption of factory efficiency as a learnt behaviour from the Fordist …