The New Economy

The New Economy: How people turn themselves into 'brands' in the quest for work. Laurie Taylor talks to Ilana Gershon, Associate Professor of Anthropology at Indiana University, and author of a new study exploring the way that people do (and don't) find work by re-defining themselves as unique business enterprises. Also, the death of homo economicus. Peter Fleming, Professor of Business and Society at Cass Business School, argues that the creation of a fake persona - the rational, self interested economic 'man' - originated by classical economists such as Adam Smith, no longer serves any purpose in the contemporary world. Producer: Jayne Egerton.