Digitalization has radically transformed not only modes of communication but also labor processes. Content produced on social media platforms is no longer merely a form of entertainment or personal expression; it has become an economically valuable production process that generates profit for platforms. In this context, the concept of “digital labor” has become a critical analytical tool within platform capitalism, where users actively participate in production.
Platforms such as YouTube, Instagram, TikTok, and Twitch have turned content creation into a profession in recent years; the identities of “influencer” or “creator” have begun to replace those of traditional media workers. However, while these new labor models are presented as independent and liberating, they often conceal highly flexible, precarious, and exploitative forms of work. The production practices of content creators are shaped by algorithms, accompanied by the constant pressure to remain online and compete for likes and engagement. These dynamics introduce new exploitative relations that distinguish digital labor from traditional forms of labor.
Advertisement-based revenue models commodify users’ attention. Platforms generate value by selling the data collected from users’ content and interactions to advertisers. In this sense, the labor of content creators is not limited to the production of videos or visuals; it also plays a role in the collection of viewer behavior data. This phenomenon can be analyzed through the concept of “invisible labor.” Activities such as engagement management—replying to comments, scheduling posts, building communities—are carried out without direct compensation, yet they significantly contribute to the value of platforms as forms of time and attention labor.
Digital content creation is often described as a “labor of love.” Creators continue this labor without visible compensation because they enjoy it or see it as a form of self-expression. However, this framing constitutes an ideological veil that conceals exploitation. It can be explained through the concept of the “entrepreneurial self.” Platforms position users as solely responsible for their own success while obscuring systemic inequalities.
Digital content creation also introduces a new form of labor to the field of advertising. Conducting advertising campaigns through content creators not only transforms the nature of advertising but also reshapes the identity of the advertiser. Therefore, digital labor should be analyzed not only within media studies but also within advertising as a discipline. Emerging advertising practices shaped by content creation must be critically examined: Which forms of labor are made visible, and which are rendered invisible? Whose labor is rewarded, and whose is exploited?
