Sky-High Style: An Overview and Research Agenda on Aesthetic Labour in the Airline Industry from a Gender Perspective

Abstract

Aesthetic labour is a significant concept that has been examined in several fields, including sociology, psychology, management, and organisational behaviour. Aesthetic labour, which is closely related to emotional labour, refers to companies’ deliberate actions regarding employees’ appearances in the context of recruiting, career advancement, performance assessments, and compensation, all of which are aligned with established standards. The service sector recognises aesthetic labour as a vital component of the marketing mix and service quality, with current research highlighting its gendered characteristics. Research on the antecedents and consequences of aesthetic labour, specifically within the airline industry, remains limited, despite its examination in various occupations. This study investigates the determiners and outcomes of aesthetic labour through a gender lens and provides suggestions for future research on the airline industry. This study reveals that although organisations use aesthetic labour as a crucial strategic tool, it could also result in individual and organisational outcomes, including stress, burnout, and discrimination. This study is expected to be a valuable guide for decision makers in the airline industry, human resource experts, industrial and organisational psychologists and researchers.

Keywords

• Aesthetic Labour
• Gender Roles
• Airline Industry
• Cabin Crew
• Flight Attendants

Çok-Yüksek Stil: Havayolu Endüstrisinde Estetik Eemek Üzerine Cinsiyet Perspektifinden Bir Derleme ve Araştırma Önerileri

Abstract

Estetik emek, sosyoloji, psikoloji, yönetim ve örgütsel davranış gibi birçok alanda incelenmiş önemli bir kavramdır. Duygusal emekle yakından ilişkili olan estetik emek, çalışanların görünüşleriyle ilgili olarak şirketlerin işe alım, kariyer ilerlemesi, performans değerlendirmeleri ve ücretlendirme gibi süreçlerde belirlenen standartlara uygun olarak gerçekleştirdiği kasıtlı eylemleri ifade eder. Hizmet sektörü, estetik emeği pazarlama karmasının ve hizmet kalitesinin önemli bir unsuru olarak kabul etmekte olup, mevcut araştırmalar bu emeğin cinsiyetle bağlantılı özelliklerini vurgulamaktadır. Estetik emeğin havayolu endüstrisindeki öncülleri ve sonuçlarına dair araştırmalar, diğer mesleklerde incelenmesine rağmen sınırlı kalmıştır. Bu çalışma, estetik emeğin belirleyicilerini ve sonuçlarını cinsiyet perspektifinden inceleyerek havayolu çalışanlarına yönelik gelecekteki araştırmalar için öneriler sunmayı amaçlamaktadır. Bu çalışma için veriler, Temmuz 2024 ile Eylül 2024 arasında akademik arama motorları Google Scholar ve TR Dizin dahil olmak üzere iki büyük akademik veritabanı olan Scopus ve Web of Science’da kapsamlı bir literatür taraması yapılarak elde edilmiştir. Arama, “estetik emek”, “havayolu endüstrisi”, “cinsiyet”, “cinsiyetlendirilmiş emek”, “kabin ekibi” ve “uçuş görevlileri” gibi belirli anahtar kelimelerden oluşan kapsamlı bir set kullanılarak gerçekleştirilmiştir. Yalnızca Türkçe ve İngilizce olarak hakemli akademik makaleler dikkate alınmıştır. Bu çalışma, şirketlerin estetik emeği önemli bir stratejik araç olarak kullanmasına rağmen, stres, tükenmişlik ve ayrımcılık gibi bireysel ve örgütsel sonuçlara yol açabileceğini ortaya koymaktadır.

Keywords

• Estetik Emek
• Cinsiyet Rolleri
• Havayolu Endüstrisi
• Kabin Ekibi
• Uçuş Görevlileri

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