12 Content Creators and the Field of Advertising

Chapters in this book

1. Frontmatter i
2. Contents v
3. Foreword vii
4. Introduction 1
5. Part I Frameworks and Methods
6. 1 Platform Studies 21
7. 2 Productive Ambivalence, Economies of Visibility, and the Political Potential of Feminist YouTubers 39
8. 3 Affect and Autoethnography in Social Media Research 57
9. 4 A Semio- discursive Analysis of Spanish- Speaking BookTubers 75
10. 5 Critical Media Industry Studies The Case of Chinese Livestreaming 96
11. Part II Genres and Communities
12. 6 Video Gameplay Commentary Immersive Research in Participatory Cu 117
13. 7 Value, Service, and Precarity among Instagram Content Creators 135
14. 8 Toy Unboxing Creator Communities 153
15. 9 Beyond the Nation Cultural Regions in South Asia’s Online Video Communities 170
16. 10 Creativity and Dissent in Arab Creator Culture 189
17. Part III Industries and Governance
18. 11 Wanghong Liminal Chinese Creative Labor 211
19. 12 Content Creators and the Field of Advertising 232
20. 13 The Political Economy of Sponsored Content and Social Media Entertainment Production 250
21. 14 Creator Rights and Governance 271
22. Acknowledgments 291
23. About the Contributors 293
24. Index 297