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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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The “Instagram Filter”: Dispelling the Myths of Entrepreneurial Glamour

The “Instagram Filter”: Dispelling the Myths of Entrepreneurial Glamour

(p.185) 6 The “Instagram Filter”: Dispelling the Myths of Entrepreneurial Glamour
(Not) Getting Paid to Do What You Love

Brooke Erin Duffy

Yale University Press

This chapter examines the way by which the fulltime social media producers articulated their work styles: they lauded the flexibility and autonomy of their pieced-together careers while drawing attention to some of the less glossy features of the independent work-style. Indeed, the social media professionals detailed careers marked by a chaotic pace of work, periods of insecurity, and the demand to be ever-present to both audiences and advertisers. These individuals thus engage in aspirational labor, albeit of a different sort: they labor persistently—and at times, invisibly—to maintain their status in the midst of a “political economy of insecurity,” where neoliberal ideologies and practices shift organizational risks and responsibilities onto the individual.

Keywords:   social media producers, work styles, independent work-style, social media professionals, social media careers, aspirational labor, political economy, insecurity, neoliberalism

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