Cover -- Half Title -- Title -- Copyright -- Dedication -- Contents -- Preface -- 1. Entrepreneurial Wishes and Career Dreams -- 2. The Aspirational Ethos: Gender, Consumerism, and Labor -- 3. (Not) Just for the Fun of It: The Labor of Social Media Production -- 4. Branding the Authentic Self: The Commercial Appeal of "Being Real"--5. "And Now, a Word from Our Sponsor": Attracting Advertisers, Building Brands, Leveraging (Free) Labor -- 6. The "Instagram Filter": Dispelling the Myths of Entrepreneurial Glamour -- 7. Aspirational Labor's (In) Visibility -- Epilogue: The Aspirational Labor of an Academic -- Appendix: Method and List of Interview Participants -- Notes -- Bibliography -- Acknowledgments -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Y -- Z