Based on media stories and union campaigns, this paper tracks the discourses from the 1930s to the 1970s around the ‘shop girl’ in Johannesburg. It argues that the shop girl was a figure of white femininity that complicates the now extensive literature on white women in South Africa through its reproduction of the enduring tension of class difference. Through archival research and interviews, the paper shows how the ‘shop girl’ contributed to an ideology of white nationalism, focused more traditionally around motherhood and domesticity. The embodied labor of white women workers in Johannesburg both relied on their femininity and ensured that the affective labor of service work was a site of contradiction and contestation with white middle class women consumers. Class difference could therefore be contained within the semiotics of white nationhood through the site of consumption and retailing.

Artists derive inspiration from daily life. According to John Dewey (1934), common experiences are transformed into works of art through a process of compression and expression. Our paper adopts Dewey's frame to demonstrate that experience in the artful classroom plays a valuable role in management education. We asked students to reflect on their work experience and then to provide an artful expression of their reflections. For this exercise we defined artfulness as a process which relies on the discursive practices of satire, and in particular irony and parody. Offering a service management class as an exemplar we demonstrate the use of these rhetorical techniques as reflective learning tools. A class of students were first prompted to consider their common experiences as both customers and service providers, and were then asked to create an ironic artefact. Our paper, which analyses a cartoon sequence produced by students in response to this assignment and in which they parody the fast-food service experience, illustrates how a business studies classroom can be transformed into an artful space.

This paper draws upon empirical research into the image consultancy industry in the United Kingdom. This industry is becoming increasingly important as a provider of knowledge and expertise to employers and individuals. We suggest that the literature on new forms of service employment (emotional labour and hybrid forms of work) has neglected to explore well-paid professional employees. We argue that this group is equally implicated in societal pressures to conform to conventional heterosexual images of femininity and masculinity. Pressures to conform do not have to come from management, but from professional bodies, the media and clients. Image consultancy provides one way of encouraging employees to alter their image as the advice can be packaged as independent of the employer and professional. We conclude that the new profession of image consultancy is more about gender than image. Consultants are selling codified knowledge for the construction of particularly socially accepted or preferred forms of bodily identity.