Rhetoric: Who or What Is Demonized

In this episode of High Theory, Saronik talks with Erik Baker about the Entrepreneurial Work Ethic. The dominant work ethic of our current moment, it asks us to constantly create new work for ourselves. Eric contrasts the entrepreneurial work ethic with the industrious work ethic, which valued hard work and drudgery in one’s allotted task. Over the course of the 20th century industriousness was replaced by entrepreneurship in the American economic imaginary. The ultimate villain of the entrepreneurial mode is the bureaucrat, the ultimate failing is complacency. This toxic, exhausting ethos in which the standard of all labor is changing the world, paradoxically stabilizes our economic system, by trapping us in unachievable dreams.

We should note that High Theory as an academic side hustle is exemplary of the entrepreneurial work ethic, even if we have no ethics. That’s why we made a Patreon.

The transcript of this episode lives here as a WordDoc and here as a PDF.

Erik’s new book, Make Your Own Job: How the Entrepreneurial Work Ethic Exhausted America (Harvard UP 2025) explains how this entrepreneurial work ethic took hold, from its origins in late nineteenth-century success literature to the gig economy of today, sweeping in strange bedfellows: Marcus Garvey and Henry Ford, Avon ladies and New Age hippies. Business schools and consultants exhorted managers to cultivate the entrepreneurial spirit in their subordinates, while an industry of self-help authors synthesized new ideas from psychology into a vision of work as “self-realization.” Baker argues that the entrepreneurial work ethic has given meaning to work in a world where employment is ever more precarious––and in doing so, has helped legitimize a society of mounting economic insecurity and inequality. Where work is hard to find and older nostrums about diligent effort fall flat, the advice to “make your own job” keeps hope alive.

Erik Baker is a lecturer in the History of Science Department and the director of the senior thesis program for the History & Science concentration. He received his PhD from Harvard and his BA from Northwestern University. He has published on the history of social science and American capitalism in Modern Intellectual History, History of the Human Sciences, and Studies in History and Philosophy of Science. He also writes widely for magazines such as n+1, The Baffler, and The Drift, where he is an associate editor.

Image for this episode is an unidentified book illustration from the British Library Commons. It shows a group of people kneeling in front of a dollar sign. It was found for High Theory by Lili Epstein on the Public Domain Image Archive.

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