Global South Creator Cultures situates creator labour within the geographic specificities of nation-states and examines the working conditions of social media creators and the geographical challenges of their work, offering a four-part conceptual framework for studying creator cultures. Rather than placing creator cultures in the Global South against those in the Global North to produce a series of binaries, it prioritises expanding our frames of reference for studying creator labour. It does so by examining creator cultures in India, Turkey, Brazil, Chile, Pakistan, Nigeria, Hong Kong, and China through approaches from media, communication, and cultural studies, as well as internet, platform, and creator studies.
Rich with grounded subjective experiences of Global South creators, this collection is essential reading for students and academics of media, communication, and cultural studies, and appeals to anyone interested in understanding the complex relationship between nation-states, social media platforms, and creators.
Global South Creator Cultures situates creator labour within the geographic specificities of nation-states and examines the working conditions of social media creators and the geographical challenges of their work, offering a four-part conceptual framework for studying creator cultures.
Introduction
Tugce Bidav and Smith Mehta
Chapter 1
Rural Creators, Digital Labour, and Platform Visibility in South India
Srikanth Nayaka
Chapter 2
The Relational Work of Turkish Youtubers: Negotiating Money and Affective
Bonding with the Audience
Elif Birced
Chapter 3
Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on
Instagram
Issaaf Karwahi
Chapter 4
Creators at Work: Navigating Dual Careers in the Chilean Platform Economy
Karis K. Wilson and Arturo Arriagada
Chapter 5
From TV to Online Freelancing: Pakistani Creator Labour at the Intersection
of Mass Media and Platform Cultures
Elliot Montpellier
Chapter 6
From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and
Survival in Nigerian Creator Cultures
Jaana Serres
Chapter 7
Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate,
Algorithmic Moderation, and State Regulation in Hong Kong
Cecilia Ka Hei Wong
Chapter 8
When Platform Becomes Landlords: Algorithmic Gentrification and the
Structural Displacement of Kuaishou's Jiazu Creators
Xiaoting Yu
Conclusion
Tugce Bidav and Smith Mehta
Tugce Bidav is Lecturer in Digital Labour and Marketing in the Department of Digital Humanities at Kings College London, UK. She holds a PhD in Media Studies from Maynooth University, Ireland (2023). Her research interests include platforms and cultural production, media and creative labour, and platform work. She has published on issues related to creator cultures in leading journals such as Social Media + Society and International Journal of Cultural Studies. She is on the founding editorial board of Sages new journal Platforms & Society.
Smith Mehta is Assistant Professor in the Center for Media and Journalism Studies at the University of Groningen, Netherlands. He holds a PhD in Creative Industries from Queensland University of Technology, Australia (2021). He is the author of the book The New Screen Ecology in India (2023) and has published on issues related to creative labour in leading international peer-reviewed journals. Smith has previously worked at Viacom18 Media Pvt. Ltd as a content development executive.
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