(Not) getting paid to do what you love: gender, social media, and aspirational work

Entrepreneurial wishes and career dreams

The aspirational ethos : gender, consumerism, and labor

(Not) just for the fun of it : the labor of social media production

Branding the authentic self : the commercial appeal of "being real"

"And now, a word from our sponsor" : attracting advertisers, building brands, leveraging (free) labor

The "Instagram filter" : dispelling the myths of entrepreneurial glamour

Aspirational labor's (in)visibility

Epilogue: The aspirational labour of an academic.