Alienating Emotional Labor in Non-Western Societies: Problem or Norm?

The study of emotional labor has become a significant area of inquiry within the sociology of occupations and professions. This is particularly evident in instances where the management of emotions becomes an inherent aspect of the labor process, as evidenced by its incorporation into formal rules and representations of workers. Although the concept of emotional labor reflects the universal characteristics of the commodification of emotions in modern societies, a significant portion of the existing knowledge about emotional labor has been derived from studies conducted in Western societies. In particular, the theory of "alienation" in the process of performing emotional labor and the term "alienating emotional labor" have gained considerable currency. However, the process of performing emotional labor and its consequences may vary across different societies, taking into account the diverse cultural ideas and varying approaches to emotion regulation. Therefore, the experience of performing emotional labor may be contradictory, with differing benefits and costs. This paper aims to assess the applicability of the concept of "alienation" and "alienating emotional labor" to the study of emotion management in the workplace in non-Western contexts. One significant issue is the problem of burnout and workplace stress as a psychological component of alienating emotional labor, which will also be discussed. The author concludes that the concept of alienating emotional labor requires further clarification or at least careful application in research, as it does not always reflect the reality of labor relations in non-Western societies. This paper will demonstrate the necessity of including cultural variables in the conceptualization and research protocol of emotional labor. It will also illustrate the importance of critically evaluating the notion of alienating emotional labor and taking into account the uneven spread of neoliberal ideology and practice and therapeutic discourse. To achieve this, the latest research on emotional labor will be analyzed.