Influence is the New Power: Social Media Use as Work

• In Event: 2263 - Jobs, Occupations, and Professions II

Abstract

Key changes to work have been spurred by technological change from information and communication technologies (ICTs) pushing society into the networked era. As a consequence of this increased connectivity, internet and social media use within the workplace has increased. Yet, researchers have not looked at how some social media users are turning their everyday leisure use into social media careers. This paper presents the results of a content analysis of six (n=6) prominent social media users, who have obtained significant success on YouTube and/or Instagram. These particular users are engaging in a type of cyber occupation, known as cyber celebrity. This enables them to earn remuneration for their social media content, either from the platforms themselves or through brand advertising and endorsements. Cyber celebrities demonstrate discipline, management, and commitment that has traditionally accompanied other forms of self-employment and freelance work. In this manner, producing content specifically for social media can be a form of work. Additionally, this study finds evidence of both aesthetic and emotional labour being performed by cyber celebrities, and that this aesthetic and emotional labour slightly differs from the labour being performed by corporate employees.

Author

• Lyn N Hoang, University of Western Ontario