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(Not) Getting Paid to Do What You LoveGender, Social Media, and Aspirational Work$
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Brooke Erin Duffy

Print publication date: 2017

Print ISBN-13: 9780300218176

Published to Yale Scholarship Online: January 2018

DOI: 10.12987/yale/9780300218176.001.0001

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(Not) Just for the Fun of It: The Labor of Social Media Production

(Not) Just for the Fun of It: The Labor of Social Media Production

(p.45) 3 (Not) Just for the Fun of It: The Labor of Social Media Production
(Not) Getting Paid to Do What You Love

Brooke Erin Duffy

Yale University Press

This chapter exposes the deep cracks in narratives of social media leisure and amateurism. It looks at how forms of value-generating, gendered self-expression are rife in the social media world through blogs, vlogs, Instagram, and more. Though these activities are superficially framed as amusement and sociality, this chapter contends that many young women do not produce and promote content just for the fun of it. Rather, they approach social media creation with strategy, purpose, and aspirations of career success. Hence, this chapter explores some of the most salient conditions and features of aspirational labor: narratives of creative expression, relationship-building in online and offline contexts, and modes of individualized self-expression that both reveal and conceal normative feminine consumer behavior.

Keywords:   social media, Instagram, social media creation, career success, creative expression, relationship-building, self-expressions, feminine consumer behavior

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