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Shaping the female student: an analysis of Swedish beauty school recruitment texts
Linköping University, Department of Behavioural Sciences and Learning, Education and Adult Learning. Linköping University, Faculty of Educational Sciences.
2016 (English)In: Studies in Continuing Education, ISSN 0158-037X, E-ISSN 1470-126X, Vol. 38, no 2, p. 243-258Article in journal (Refereed) Published
Resource type
Text
Abstract [en]

This study focuses on the recruitment of adults to the beauty industry in Sweden. It is concerned with a move in (beauty) education away from state and towards private provision in a wider context where education is becoming more heavily marketised. Drawing on a poststructural approach inspired by the work of Foucault and feminist theory, the shaping of student subjectivity in recruitment material for private beauty schools is analysed. A poststructural approach provides analytical tools that make visible the process of how power shapes subjectivities, and the use of feminist theory gives special focus to the gendered aspects of this process. The study includes a textual analysis of website homepages of beauty schools, beauty schools’ Facebook pages and web pages that provide compiled information on educational programs and courses connected to the beauty industry. The analysis shows how consumption is constituted and feminised through specific marketing strategies and thereby becomes both a starting point and a resource for the shaping of student subjectivity. Thus, a particular form of gendered entrepreneurial self is shaped in this femininised educational context, and this study therefore highlights the importance of vocational research that takes into account the shaping of student subjectivity.

Place, publisher, year, edition, pages
Taylor & Francis, 2016. Vol. 38, no 2, p. 243-258
National Category
Pedagogy Pedagogical Work Didactics Learning Gender Studies
Identifiers
URN: urn:nbn:se:liu:diva-129785DOI: 10.1080/0158037X.2015.1113165ISI: 000377807700008OAI: oai:DiVA.org:liu-129785DiVA, id: diva2:943697
Available from: 2016-06-28 Created: 2016-06-28 Last updated: 2018-09-06Bibliographically approved
In thesis
1. Shaped for beauty: Vocational and gendered subjectivities in private education for the beauty industry
Open this publication in new window or tab >>Shaped for beauty: Vocational and gendered subjectivities in private education for the beauty industry
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Alternative title[sv]
Skapad för skönhet : Yrkesmässiga och könade subjektiviteter i privat utbildning för skönhetsbranschen
Abstract [en]

The aim of this thesis was to answer the question: How are vocational, gendered subjectivities produced in vocational education for the beauty industry? Drawing on Foucault and poststructural feminist theory, this question is answered in four papers, in which the material consists of beauty-school recruitment and marketing material, interviews with skin and spa therapy students and observations of practical skin and spa therapy training. These are educational arrangements that are closely bound to the economic sector of the beauty industry, and they have remained remarkably unexplored. Various aspects of subjectivity production are explored throughout these papers: Paper I shows how the potential beauty student is shaped through processes of responsibilising and individualising in recruitment; Paper II shows how a scientific and caring professional emerges; Paper III shows how students learn to adopt a critical gaze towards bodies; and Paper IV shows how students are produced as emotional workers and learners, taking Hochschild’s term “emotional labour” as a point of departure. The results show how (medical) scientific knowledge becomes a resource in the production of the skin and spa therapy professional, mobilising gender relations of power, and neglecting other types of skills and knowledge. However, relational and caring aspects of work and learning emerge in the study through the way in which wider discourses of femininity inform the ways in which students are produced as professionals.

Abstract [sv]

Syftet med avhandlingen var att svara på frågan: Hur produceras yrkesmässiga och könade subjekt i skönhetsbranschens yrkesutbildningar? Foucault och poststrukturalistisk feministisk teori användes för att svara på denna fråga i fyra artiklar där materialet bestod av rekryterings- och marknadsföringsmaterial gällande skönhetsutbildningar, intervjuer med hud- och spaterapeutstudenter samt observationer av praktiska lektioner i hud- och spaterapeututbildning. Dessa utbildningsarrangemang är nära sammanbundna med branschens ekonomiska sektor, men är outforskade till hög grad. Olika aspekter av subjektivitetsskapande undersöks i artiklarna: Den första artikeln visar hur den potentiella skönhetsstudenten skapas genom ansvariggörande och individualiserande processer i rekrytering; Den andra artikeln visar hur en vetenskaplig och omvårdnande professionell framträder; Den tredje artikeln visar hur hud- och spaterapeutstudenter lär sig lägga an en kritisk blick på kroppar; Den fjärde artikeln visar hur hud- och spaterapeutstudenter produceras som emotionella arbetare och lärande med utgångspunkt i Hochschilds begrepp ”emotional labour”. Resultaten i artiklarna visar hur (medicinsk) vetenskaplig kunskap blir en resurs när den professionella hud- och spaterapeuten produceras, vilket mobiliserar makt- och genusrelationer och osynliggör samtidigt andra typer av kunskaper. Relationella och omvårdnande aspekter av detta arbete och lärande framträder emellertid genom de sätt som bredare femininitetsdiskurser tas upp och mobiliseras när studenterna produceras som professionella.

Place, publisher, year, edition, pages
Linköping: Linköping University Electronic Press, 2018. p. 83
Series
Linköping Studies in Behavioural Science, ISSN 1654-2029 ; 209
Keywords
Vocational Education and Training (VET), subjectivity, adult learning, power, gender, beauty industry, processes of becoming, caring knowledge, Yrkesutbildning, subjektivitet, vuxnas lärande, makt, genus, skönhetsindustrin, blivandeprocesser, omvårdnadskunskap
National Category
Gender Studies Learning
Identifiers
urn:nbn:se:liu:diva-150953 (URN)10.3384/diss.diva-150953 (DOI)9789176852484 (ISBN)
Public defence
2018-09-14, I:101, I-huset, Campus Valla, Linköping, 13:00 (Swedish)
Opponent
Supervisors
Available from: 2018-09-06 Created: 2018-09-06 Last updated: 2018-09-06Bibliographically approved

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Bredlöv, Eleonor

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