Digital Labour and The Generation of Surplus Value on Instagram
The aim of this paper is to provide a map of the economy of social media platforms. We analyse digital labour on Instagram. The article asks: How are the users, who provide unpaid labour on Instagram, exploited? What kinds of labour do we find on Instagram? In doing so, the paper contributes to the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Paderborn University: Media Systems and Media Organisation Research Group
2022-08-01
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| Series: | tripleC: Communication, Capitalism & Critique |
| Subjects: | |
| Online Access: | https://www.triple-c.at/index.php/tripleC/article/view/1304 |
| _version_ | 1797761027433037824 |
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| author | Forouzan Yazdanipoor Hady Faramarzi Abdollah Bicharanlou |
| author_facet | Forouzan Yazdanipoor Hady Faramarzi Abdollah Bicharanlou |
| author_sort | Forouzan Yazdanipoor |
| collection | DOAJ |
| description | The aim of this paper is to provide a map of the economy of social media platforms. We analyse digital labour on Instagram. The article asks: How are the users, who provide unpaid labour on Instagram, exploited? What kinds of labour do we find on Instagram? In doing so, the paper contributes to the literature on digital labour and the attention economy. Social media platforms exploit paid and unpaid labour in the creation and realisation of value. They capture user-generated content, transform it into commodities and sell it to companies. The article presents the results of a case study of the digital labour of Persian Internet users on Instagram. We conducted a Netnography of popular Instagram users (influencers, Internet users who make shoutouts to brands and influencers) and a survey where 600 Instagram users participated. |
| first_indexed | 2024-03-12T19:07:05Z |
| format | Article |
| id | doaj.art-4f3b8235b86a4439997ca47eabae80ea |
| institution | Directory Open Access Journal |
| issn | 1726-670X |
| language | English |
| last_indexed | 2024-03-12T19:07:05Z |
| publishDate | 2022-08-01 |
| publisher | Paderborn University: Media Systems and Media Organisation Research Group |
| record_format | Article |
| series | tripleC: Communication, Capitalism & Critique |
| spelling | doaj.art-4f3b8235b86a4439997ca47eabae80ea2023-08-02T06:08:03ZengPaderborn University: Media Systems and Media Organisation Research GrouptripleC: Communication, Capitalism & Critique1726-670X2022-08-0120217919410.31269/triplec.v20i2.13041304Digital Labour and The Generation of Surplus Value on InstagramForouzan Yazdanipoor0Hady Faramarzi1Abdollah Bicharanlou2University of Faculty of Social Sciences, University of Tehran, Tehran, Iran.Faculty of Social Sciences, University of Tehran, Tehran, Iran.Faculty of Social Sciences, University of Tehran, Tehran, Iran.The aim of this paper is to provide a map of the economy of social media platforms. We analyse digital labour on Instagram. The article asks: How are the users, who provide unpaid labour on Instagram, exploited? What kinds of labour do we find on Instagram? In doing so, the paper contributes to the literature on digital labour and the attention economy. Social media platforms exploit paid and unpaid labour in the creation and realisation of value. They capture user-generated content, transform it into commodities and sell it to companies. The article presents the results of a case study of the digital labour of Persian Internet users on Instagram. We conducted a Netnography of popular Instagram users (influencers, Internet users who make shoutouts to brands and influencers) and a survey where 600 Instagram users participated.https://www.triple-c.at/index.php/tripleC/article/view/1304digital labourattention economycirculation costssurplus-valuesocial media platformsinstagram |
| spellingShingle | Forouzan Yazdanipoor Hady Faramarzi Abdollah Bicharanlou Digital Labour and The Generation of Surplus Value on Instagram tripleC: Communication, Capitalism & Critique digital labour attention economy circulation costs surplus-value social media platforms |
| title | Digital Labour and The Generation of Surplus Value on Instagram |
| title_full | Digital Labour and The Generation of Surplus Value on Instagram |
| title_fullStr | Digital Labour and The Generation of Surplus Value on Instagram |
| title_full_unstemmed | Digital Labour and The Generation of Surplus Value on Instagram |
| title_short | Digital Labour and The Generation of Surplus Value on Instagram |
| title_sort | digital labour and the generation of surplus value on instagram |
| topic | digital labour attention economy circulation costs surplus-value social media platforms |
| url | https://www.triple-c.at/index.php/tripleC/article/view/1304 |
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