Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
The Influencer Factory: A Marxist Theory of Corporate Personhood on Youtube

The Influencer Factory: A Marxist Theory of Corporate Personhood on Youtube

Bollmer, Grant
Guinness, Katherine

Hardcover

Literary CriticismFilm StudiesGeneral Sociology

ISBN10: 1503637921
ISBN13: 9781503637924
Publisher: Stanford University Press
Published: Apr 16 2024
Pages: 254
Weight: 1.19
Height: 0.85 Width: 6.00 Depth: 9.00
Language: English

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.

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