“Running the Numbers”: Modes of Microcelebrity Labor in Queer Women’s Self-Representation on Instagram and Vine

Abstract

Microcelebrity, as a set of practices contributing to personalized self-branding, has become an increasingly prominent component of self-representation on social media platforms. While “influencers” who have built lucrative followings through microcelebrity give the appearance of having fun without much exertion, recent studies have uncovered multiple forms of labor involved in their practices of cultural production. In addition, scholars analyzing lesbian, gay, bisexual, transgender, and queer (LGBTQ) influencers highlight a tension between labor in service of self-commodification and the representation of sexual minorities. This article examines the microcelebrity labor of everyday queer women who aim to increase their social and economic capital by interweaving personal self-representations with entrepreneurial endeavors on Instagram and Vine. Through a close analysis of these platforms’ markets, governance, and infrastructures alongside interviews with queer female users of each platform, attention is given to both platform influences and participants’ experiences of promoting their jobs, side-gigs, hobbies, or passions alongside the rest of their lives. Findings identify three modes of labor specific to participants’ efforts to build a following: (1) intimate affective labor expended in sharing and managing personal disclosures; (2) developmental aesthetic labor as the acquisition and practice of technical skills and bodily displays to achieve a desired appearance or performance; (3) aspiring relational labor in attempts to forge relationships with established influencers or celebrities. Sexual identity was pivotal across these modes of labor, as it enhanced intimacy with followers, provided a niche audience for self-branding, conveyed authenticity through self-revelation, and established a common ground for forging relationships.