Small artisan businesses have been promoted as a liberatory alternative to large-scale enterprise. We analyze advice manuals for aspiring artisan entrepreneurs by extending Boltanski and Chiapello’s framework. While they analyze the transformation of large firms, we show the same themes have been adopted by small businesses. Focusing on themes of autonomy and creativity, we reveal that the artisan economy promoted by these texts represents a further evolution in capitalism’s co-option of the artistic critique.
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