Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
The Influencer Factory : A Marxist Theory of Corporate Personhood on YouTube, Paperback / softback Book

The Influencer Factory : A Marxist Theory of Corporate Personhood on YouTube Paperback / softback

Paperback / softback

Only a few left - usually despatched within 24 hours

Description

Influencers are more than social media personalities who attract attention for brands, argue Grant Bollmer and Katherine Guinness.

They are figures of a new transformation in capitalism, in which the logic of the self is indistinguishable from the logic of the corporation. Influencers are emblematic of what Bollmer and Guinness call the "Corpocene": a moment in capitalism in which individuals achieve the status of living, breathing, talking corporations.

Behind the veneer of leisure and indulgence, most influencers are laboring daily, usually for pittance wages, to manufacture a commodity called "the self"—a raw material for brands to use—with the dream of becoming corporations in human form by owning and investing in the products they sell.

Refuting the theory that digital labor and economies are immaterial, Bollmer and Guinness search influencer content for evidence of the material infrastructure of capitalism.

Each chapter looks to what literally appears in the backgrounds of videos and images: the houses, cars, warehouses, and spaces of the market that point back to the manufacturing and circulation of consumer goods.

Demonstrating the material reality of producing the self as a commodity, The Influencer Factory makes a crucial contribution to our understanding of contemporary economic life.

Information

Other Formats

Save 16%

£23.99

£20.15

Only a few left - usually despatched within 24 hours
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information