We got you covered: Contextualizing industry insurance practices and the response to Covid-19.

Abstract

In response to Covid-19, media industries have increasingly relied upon insurance to manage risks to health and productivity loss surrounding creative labor. Analysis of contemporary trade journals reveals how the pandemic prompted new urgency around the question of who could get coverage, both by health plans protecting individual workers and cast insurance policies protecting employers. While Covid-19 risks are global in nature, the lack of universal health care exacerbated precarity in US media industries especially, where these two insurance practices overlap: medical coverage depends on the ability to work, which can depend on whether employers can insure their investment in that creative labor. Thus, struggles over insurance must be contextualized within historical discourses that made insurability legible within professional media work cultures. Ultimately, this analysis reveals how corporate media cultures calculate loss and mortality, marking some, but not all, as worthy of status, investment, or protection.