‘Taking it Like a Man’: Masculinity, Subjection and Resistance in the Selling of Life Assurance

Abstract

This article examines the operation of mechanisms of control and modes of resistance within work organizations and interrogates the role of subjectivity in such mechanisms. Specifically, I mean to examine how forms of resistance are influenced by the masculine ‘mystique’ ( Collinson, 1988 ) of given occupations, focusing on that which pervades the field of Sales. Theoretically, the work of Foucault on ‘the self’ is adopeted (1985, 1986) to examine how control at work is attempted and occasionally effected through the construction of a specifically gendered identity of ‘the salesman’. With material from an 18‐month study of a UK life assurance institution, Lifelong Assurance ( Hodgson, 2000 ), I describe the operation of a bureaucratic technology of surveillance within the Sales division. In particular, I focus on the way in which employees’ responses to this system were structured by the specific masculine identities promoted and reproduced within sales, centring on an ideal of autonomy and self‐reliance. While the masculine discourse of autonomy frequently resulted in resistance to technocratic systems of surveillance, it was also clear that such discourses left employees isolated and vulnerable to more profound mechanisms of control through their engineered dependence upon their managers for security and the affirmation of their identity.