Enthusiasm as Affective Labour

Bachmann, Goetz and Wittel, A.. 2009. Enthusiasm as Affective Labour. Journal Media Culture, 12(2), [Article]

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Abstract or Description

While the media industries have been rather thoroughly dissected for their capacity to generate enthusiasm through well-honed practices of marketing and patterns of consumerism, any analysis of the shift underway to capture and modulate the ‘enthusiastic’ and affective labour of media industry practitioners themselves may still have much to learn by reaching back to the long tradition in Western philosophy: a tradition, starting with the Greeks that has almost always contrasted enthusiasm with reason (Heyd). To quote Hume: “Hope, pride, presumption, a warm imagination, together with ignorance, are … the true sources of enthusiasm” (73). Hume’s remarks are contextualised in protestant theological debates of the 18th century, where enthusiasm was a term for a religious practice, in which God possesses the believer. Especially English preachers and theologians were putting considerable energy into demonising this far too ecstatic form of belief in god (Heyd).

Item Type:



media industry, enthusiasm, creative industry, media production, media labour

Departments, Centres and Research Units:

Centre for Cultural Studies (1998-2017)


May 2009Published

Item ID:


Date Deposited:

10 Nov 2010 15:02

Last Modified:

26 May 2013 21:42

Peer Reviewed:

Yes, this version has been peer-reviewed.



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