Representation of Commodification of Emotions in social Realationship (Research Subject: Movie Hard Makeup)

In recent decades social changes and development in service sector have created an environment in which human emotions have become objects. This is known, in the literature of sociology of emotions, as commodification of emotions and the purpose of this article is to interpret the representation of emotions commodification in a film.
In doing so, the movie Hard Make-up is chosen using maximum-discrepancy sampling method. In order to analyze the data, narrative analysis is used which belongs to the interpretive paradigm.
The results shows that the discourse of Hard Make-up represents a service-based economy in which actors are expected to rely on their emotions as a source of capital and enter it into economic transactions and relations in order to make profit. In other words, this discourse employs a story line which shows all characters, working in the service sector, perform "emotional labor" so they can bring their emotions in line with the requirements of their job and achieve their goals. In this way, feeling rules of such jobs requires that job holders sell their emotions, not because of institutionalized and regulatory nature of work procedures, but because of over individualization of work process. This selling is in fact a sort of gambling over emotions in which obtaining money is the ultimate end.