In this article, the authors explore how structural changes in the labor ma
rket for professional and managerial employees might be changing the nature
of emotional labor required in these occupations. They first draw on ethno
graphic data in a firm noted for stable long-term employment to illustrate
how efforts to create a corporate culture focus on shaping employees' emoti
onal labor toward displays of loyalty and commitment to their employer. Thi
s is followed by a speculative analysis of how the current shift toward mar
ket-based forms of employment and an entrepreneurial work ethic is changing
both the substance and the style of emotional labor.