Global South Creator Cultures
New Delhi: Routledge India (2026), x, 196 pp.
Contains index
ISBN 9781003600688 (ebook); 9781032988047 (pbk)
"Global South Creator Cultures situates creator labour within the geographic specificities of nation-states and examines the working conditions of social media creators and the geographical challenges of their work, offering a four-part conceptual framework for studying creator cultures. Rather than placing creator cultures in the Global South against those in the Global North to produce a series of binaries, it prioritises expanding our frames of reference for studying creator labour. It does so by examining creator cultures in India, Turkey, Brazil, Chile, Pakistan, Nigeria, Hong Kong, and China through approaches from media, communication, and cultural studies, as well as internet, platform, and creator studies." (Publsiher description)
Introduction / Tugce Bidav and Smith Mehta, 1
1 Rural Creators, Digital Labour, and Platform Visibility in South India / Srikanth Nayaka, 18
2 The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the Audience / Elif Birced, 39
3 Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on Instagram / Issaaf Karwahi, 59
4 Creators at Work: Navigating Dual Careers in the Chilean Platform Economy / Karis K. Wilson and Arturo Arriagada, 73
5 From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform Cultures / Elliot Montpellier, 91
6 From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator Cultures / Jaana Serres, 112
7 Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong Kong / Cecilia Ka Hei Wong, 133
8 When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu Creators / Xiaoting Yu, 155
Conclusion / Tugce Bidav and Smith Mehta, 174
1 Rural Creators, Digital Labour, and Platform Visibility in South India / Srikanth Nayaka, 18
2 The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the Audience / Elif Birced, 39
3 Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on Instagram / Issaaf Karwahi, 59
4 Creators at Work: Navigating Dual Careers in the Chilean Platform Economy / Karis K. Wilson and Arturo Arriagada, 73
5 From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform Cultures / Elliot Montpellier, 91
6 From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator Cultures / Jaana Serres, 112
7 Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong Kong / Cecilia Ka Hei Wong, 133
8 When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu Creators / Xiaoting Yu, 155
Conclusion / Tugce Bidav and Smith Mehta, 174
