“Investigating the negative impact of emotional labour on full-time permanent academic staff in the Social Sciences Departments at Rhodes University”

In investigating the prevalence of emotional labour among academics within the student/ academic staff relationship, this study expands from Arlie Hochschild’s theoretical orientation of ‘emotional labour’. Through this lens, this study documents the manner in which the adoption of neoliberal ideologies by higher education institutions have transformed it into the service industry and redefined students as consumers and academic staff as service providers. Drawing from previous research in academia, the central argument of the study is that the university system is now an increasingly corporatized and marketized institution that creates an expectation for academic staff to perform emotional labour. However, there is limited literature that looks at emotional labour in academia and more especially within the South African context. Therefore, the focus of this research is how academic work, particularly with students, has shifted to emotion work in an effort to provide quality services. The study was conducted at Rhodes University in the Eastern Cape Province with academic staff who work in the social sciences department. The research methodology employed is qualitative and evidence was derived from semi structured interviews to establish the negative consequences of emotional labour on the wellbeing of academic staff. Data was analysed and thematically presented in line with the research objectives. The research finds evidence of increased emotional labour in academic staff, it argues that this is largely as a result of the effects of corporatization which included intensified workloads, entitled students, increasing pastoral care and discontentment from the transformations. It was revealed that emotional labour was differentially experienced for females, younger academics and those in lower/ initial positions in academia, it explored the gendered expectations and concluded that based on certain organizational and personal characteristics, emotion management differed in academics. Lastly, discussions regarding implications and recommendations for further research were made