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ILLOUZ Eva 2007 Cold Intimacies: The Making of Emotional Capitalism,

ILLOUZ Eva 2007 Cold Intimacies: The Making of Emotional Capitalism, Polity Press, London. In her books Cold Intimacies and Saving the Modern Soul Illouz examined how emotions figure in the realm of economic production: indeed in the American corporation, from the 1920s onward emotions became a conscious object of knowledge and construction and became closely connected to the language and techniques of economic efficiency. Psychologists were hired by American corporations to help increase productivity and better manage the workforce and these psychologists bridged between the emotional and the economic realms and actually intertwined emotions with the realm of economic action in the form of a radically new way of conceiving of the production process. So whether in the realm of production or that of consumption, emotions have been actively mobilized, solicited and shaped by economic forces, thus making modern people simultaneously emotional and economic actors.

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