Entrepreneurial wishes and career dreams
The aspirational ethos: gender, consumerism, and labor
(Not) just for the fun of it: the labor of social media production
Branding the authentic self: the commercial appeal of "being real"
"And now, a word from our sponsor": attracting advertisers, building brands, leveraging (free) labor
The "Instagram filter": dispelling the myths of entrepreneurial glamour
Aspirational labor's (in)visibility
Epilogue: the aspirational labour of an academic.