Hashtag Hustle

Law and Policy Perspectives on Working in the Influencer Economy

Inbunden, Engelska, 2025

Av Taylor Annabell, Christian Fieseler, Catalina Goanta, Isabelle Wildhaber

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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.

Produktinformation

Utgivningsdatum2025-01-24
Mått156 x 234 x undefined mm
FormatInbunden
SpråkEngelska
SerieElgar Law, Technology and Society series
FörlagEdward Elgar Publishing Ltd
ISBN9781035332809

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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

Contents1 Introduction: The multifaceted nature of the book’s phenomenon 1Taylor Annabell, Christian Fieseler, Catalina Goanta andIsabelle WildhaberPART I A THEORETICAL FRAMEWORK FORINFLUENCER LABOUR2 Amplified visibility 13Veronica Barassi3 The composite careers of social media content creators 32Lucia Bainotti4 The shelf lives of wanghong 50Sijun Shen and Crystal AbidinPART II EMPIRICALLY MAPPING INFLUENCERLABOUR: EVIDENCE, PRACTICES AND HARMS5 Market incentives and advertising disclosure regulations 71Daniel Ershov6 To ban or not to ban? 88Laura Aade7 Entrepreneurialism, precarity and self-governance 108Ziying MengPART III INFLUENCERS AND LABOUR LAW:A COMPARATIVE ANALYSIS8 Influencers, labour law and social protection 131Claire Marzo9 The regulation of influencer labour in India 150Malcolm Katrak and Shardool Kulkarni10 Navigating the labour law challenges and implications fordigital influencers in Brazil 172Andreia de Oliveira11 Content creators and digital platforms 191Tjaša Petročnik