What is ‘Neo-Craft’ Work, and Why it Matters

Existing research has highlighted a global return into fashion of craft work in the new century. Within this context, the term ‘neo-craft’ work has been used to identify innovative craft work practices characterized by an aura of ‘coolness’, which promise a less alienated form of work; yet, the specific contours of this new form of work remain uncertain. In this article we develop a theoretical conceptualization of neo-craft work. We define it as an emergent form of post-industrial craft work whereby work that was previously considered low-status, or performed by the working class, is: (a) ‘resignified’ into status-producing activity through the integration of craft practices and values; and (b) conferred new meaningfulness as the outcome of a specific process of discursive materiality, by which the intra-action of discursive and material practices provides meaning to work activity. Neo-craft work, we contend, finds roots in the cultural milieu of hipster culture, where extenuating cultural negotiations around authenticity and ‘the particular’ constitute the baseline for a quest for social status based on practices of ‘marginal distinction’, and sets itself as an alternative not only to industrial work but, primarily, to the precarious, low-paid or otherwise unsatisfactory ‘bullshit jobs’ of the knowledge and creative economy.