Entrepreneurial affect: Attachment to work practice in San Francisco's digital media sector

In this paper I examine entrepreneurial work in San Francisco's digital media sector to consider how affect and desire are invested in sites of neoliberal production. Drawing on recent writing on affect, I treat affect as ambivalent and coextensive with the mode of production, suggesting an approach that looks beyond the investment of value in commodities, to how desire is produced and directly located in economic infrastructures. Entrepreneurial affect functions through the embodiment of work as a site of personal “satisfaction,” the development of passionate attachments to that work, and the production of working subjectivities characterized by their “compulsory sociality.” I argue that affect functions through entrepreneurial forms of digital media work to produce and reproduce attachments to precarious working conditions. Drawing on recent debates on precariousness and precarity, I reflect on the possible consequences of affective attachments to entrepreneurial work as a primary site for the justification of precarious work practices and neoliberal modes of governance in general.