["Sociological Forum, Volume 36, Issue 1, Page 134-158, March 2021. ", "\nIf changes to the material structures of work have ushered us into a “new economy,” cultural scholars assume that there must also be changes to ideological structures of work. Extant scholarship on precarious professionals and on the role of emotions in 21st‐century work find that passion may be an important cultural component of white‐collar work in the new economy. Using data from engineers, nurses, and graphic designers who work in either less precarious or more precarious contexts, this paper contributes the first emic definition of work passion as the experiences of attraction, enjoyment, motivation, and perseverance. Because I find overwhelming adherence and conceptual consistency among professionals in my sample, I argue that the pursuit of work passion constitutes a coherent ideology of work, which I call the passion paradigm. I argue that the passion paradigm is compatible with and protects structures of work in the new economy because its logic of hyper individualism motivates workers to work hard and work well as a practice of self‐care, shifting the locus of critique further away from institutions and more toward the self. Adherence to and institutionalization of the passion paradigm may have myriad consequences, opening up broad areas of future research.\n"]