Entrepreneurialism, precarity and self-governance: Examining cross-platform creator labour across Chinese and US-based social media economies

Abstract

This research is situated in the context of the Chinese wanghong economy and social media entertainment built around Silicon Valley-based platforms. Drawing on a hybrid approach of digital ethnography and a participant-led comparative walkthrough, this chapter investigates 16 content creators’ cross-platform work and labour conditions in navigating multiple Chinese and US-based platforms. Creators’ entrepreneurial cross-platform use is a way to construct an environment where they could maximise opportunities and reduce platform dependency. Yet, it also brings them problems with the paradox of empowerment and precarity when exploring the creator marketplace affordances for monetisation, platform poaching practices, contractual relationships with platforms and various platform regulations. To deal with the challenges and maintain cross-platform autonomy, creators conduct self-governance tactics such as cross-platform profile management, self-curation of content, distribution and online performance. Cross-platform labour on Chinese and US-based services is a risk management strategy to mitigate precarity and platform dependency in the unstable and competitive platform environment and influencer industries. Ultimately, cross-platform creator labour has become an imperative to thrive and survive within the globalising influencer economies.