Social valuing of female creative labour: Work practices in creative industries Jaka Primorac Department for Culture and Communication Institute for Development and International Relations Zagreb, Croatia Valerija Barada Department of Sociology University of Zadar Zadar, Croatia

women’s labour theoretically and empirically conceptualized through two issues: women’s entering the labour market work-family conflict  division between public and private sphere – basis for social value of work

creative labour context reproduction of the already present gender, class, and ethnic inequalities in the contemporary capitalist societies work and employment in cultural and creative industries is mainly atypical and non-standard with the elements of non-paid work and under-employment ‘feminisation’ of creative labour creative labour resulted in covert re- domestication of female creatives.

cultural and creative industries and female labour implosion of public and private social value of their work decreased non-paid, underpaid and self-exploitative practices that put women in more precarious positions than men female labour practices become embedded into their private homes and daily activities, forging the implosion of public into the private sphere + social practices of labour / profession reproducing different valuing of male / female work

empirical evidence female visual communication designers - Croatian example – work from home – internal hierarchy of the profession – opting out from the profession

The clients want everything to be done yesterday. Since good ideas take time, you work on weekends, during the night. You go to the printing house at 2 am. We in the design profession are used to saying that we are working in a coal mine. (Zagreb, second career phase) My typical day is spent by the computer. I do not have a clear idea that I am doing something for myself privately and then that I will work professionally. […] I am always looking and following the design scene. This implies work that ties me to a computer and the whole day is gone. (Zagreb, third career phase) If you started doing this job, it was a lifestyle, a way of living. I worked non-stop, for years like that. (Split, third career phase)

concluding remarks “public” re-domestication & invisible work  golden cage no public – private division  no basis for valuing female labour??? how to conceptualize and measure social value of female work?

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