The politics of vulnerability in the influencer economy

Abstract

While workers of all stripes are compelled to embrace uncertainty under conditions of neoliberalism, ideologies of risk assume a particular guise in the platform economy, wherein laborers are exhorted to ‘put yourself out there’. Given the attendant harms associated with public visibility – especially for women and other marginalized groups – it seems crucial to explore platform-dependent laborers’ experiences of ‘putting themselves out there’. This article draws upon in-depth interviews with 23 social media influencers and content creators, sampled from across platforms, content niches and subjectivities. Our analysis revealed that vulnerability is a structuring concept in the influencer economy – one that operates at multiple, often overlapping levels. First, the commercial logic of authenticity casts personal vulnerability as a strategy for building community and accruing followers. But influencers’ individual disclosures were often entangled with their social identities (e.g., gender, race, sexuality, ability and body type), which rendered them socially vulnerable to targeted antagonism from audiences. Interviewees experienced a range of harms, from identity-based hate and harassment to concerted take-down campaigns. These personal and social vulnerabilities were compounded by the vulnerabilities of platform-dependent labor: not only did participants identify the failures of platforms to protect them, some shared a sense that these companies exacerbated harms through a commercial logic that incentivizes antagonism. After examining the emotional labor necessary to manage such platform vulnerabilities, we close by reiterating the unique precarity of platform labor, wherein participants lack the social and legal protections typically afforded to ‘vulnerable workers’.