The entrepreneurial device and the political production of new labor subjectivities: the influencer phenomenon
Abstract
The growing popularity and social centrality of the phenomenon of influencers, associated with the digitalization of the economy, can be understood as a novel expression of the diffusion of the entrepreneurial ethos, in a context of expansion of the neoliberal project and political deconstruction of work. This article addresses the traits that shape these new archetypes of the good worker through the analysis of the public projection of the Instagram profiles of influentrepreneurs of recognized popularity. We will pay attention to the type of narratives and staging that the subjects deploy in their strategies of public (re)presentation and promotion of their personal brand
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In order to support the global exchange of knowledge, the journal Cuadernos de Relaciones Laborales is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
