This timely book sheds light on the cultural, economic and legal aspects of content creation as a form of labour, investigating concerns over working conditions, worker protection, and the status of the working relationship. Chapters written by leading experts in the field explore two opposing, yet complementary sides of work: labour as an invisible and underappreciated effort made by influencers, and labour as an economic enterprise.
Bringing together authors from different disciplinary backgrounds, the editors gather various threads of research from law, media studies and economics, to raise intriguing questions regarding working as an influencer and how to conceptualise, analyse and apply labour regimes to the broad entrepreneurial portfolio of volatile creative work within the ‘hustle’ of the creator economy. The Hashtag Hustle exposes the uncertainty around the qualification and characteristics of influencer labour.
Providing a detailed exploration of this contemporary topic, The Hashtag Hustle is an ideal read for scholars and academics interested in technology and internet law. The authors present global and diverse coverage of the topic across the academic fields of marketing, management, media studies and communication, making this book a wide-ranging reference tool.
Contents
1 Introduction: The multifaceted nature of the books phenomenon 1
Taylor Annabell, Christian Fieseler, Catalina Goanta and
Isabelle Wildhaber
PART I A THEORETICAL FRAMEWORK FOR
INFLUENCER LABOUR
2 Amplified visibility 13
Veronica Barassi
3 The composite careers of social media content creators 32
Lucia Bainotti
4 The shelf lives of wanghong 50
Sijun Shen and Crystal Abidin
PART II EMPIRICALLY MAPPING INFLUENCER
LABOUR: EVIDENCE, PRACTICES AND HARMS
5 Market incentives and advertising disclosure regulations 71
Daniel Ershov
6 To ban or not to ban? 88
Laura Aade
7 Entrepreneurialism, precarity and self-governance 108
Ziying Meng
PART III INFLUENCERS AND LABOUR LAW:
A COMPARATIVE ANALYSIS
8 Influencers, labour law and social protection 131
Claire Marzo
9 The regulation of influencer labour in India 150
Malcolm Katrak and Shardool Kulkarni
10 Navigating the labour law challenges and implications for
digital influencers in Brazil 172
Andreia de Oliveira
11 Content creators and digital platforms 191
Tjaa Petronik
Edited by Taylor Annabell, Researcher, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands, Christian Fieseler, Professor, Department of Communication and Culture, Norwegian Business School, Norway, Catalina Goanta, Associate Professor, Faculty of Law, Economics and Governance, Utrecht University, the Netherlands and Isabelle Wildhaber, Professor of Private and Business Law, Institute for Work and Employment Research, University of St. Gallen, Switzerland
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