Özet:

Corporations set out to transform all of the laborers‟ cognitive, social, emotional and physical traits into an element of profit in order to instantly respond to the changing demands of consumers and to gain more power in the face of increasingly intensifying competition. At the same time, the determination of the corporations to demonstrate their distinction on the market brings forth the functional role of the organizational culture which can also be expressed as a set of “common values” that actually embed the policies aimed at “profit strategy”, and that are revealed in the form of images, mottos etc. The quality of the labor market that increasingly excludes the public and that in turn enhances the dominance of the corporations and places them in a position where they can determine the rules of the labor market through a radical change because of the position the laborers hold in the labor market. The working conditions that include lack of rules and lack of security on the part of laborers force the laborers to integrate with the identity and culture of the organization. The determination of the corporations to obtain the highest possible efficiency from their laborers brings forth the role of emotional labor, which is the inclusion of exploitation of their efficiency from a cognitive and psychological aspect as well as of their physical aspects, especially in the service sector with the ultimate aim of maximizing the profits of the corporation . Emotional labor reveals the corporations tendencies towards controlling and directing emotions under the guise of organizational culture. Consequently, the laborer puts not only his/her physical activities but also his/her emotions at the customer‟s disposal at a price, and thus converts his/her emotions into a means of efficiency and profit so as to influence the customer and be preferred by that customer in a fiercely competitive commercial environment. This study discusses the effects of utilization especially in a commercial way of emotional labor in the commercial sector, which takes the shape of a process of emotion management on the laborer.

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