Nästan jobb? Betydelser av kön, plats och tid i den liminala tillvaron som influencer

Abstract

The feminine-coded work as an influencer has emerged as young women have transformed their personal life stories and self- representations on social media into digital businesses. Despite similarities with other forms of media production, the concept of work is vague, both in the public’s perception of what influencers do and for influencers themselves. It is challenging to differentiate between what is work and what is not, partly because influencers turn activities traditionally viewed as non-work, such as domestic chores, relationship building, and beauty care, into income-generating activities. As a result, the notion of work hours and workplace becomes unclear for influencers. Any location can become a workplace, and any time can become working hours. This article explores how influencers navigate the ambiguity of the concepts of work, work hours, and workplaces. Some view the fluidity of their work as an advantage, while others attempt to assert boundaries by orienting themselves towards traditionally male-coded workplaces, such as the office. Some seek support from institutionalized boundaries, such as children’s school hours, to delineate work, while others feel shame about doing “non-work” activities when their children are in daycare. Regardless of their orientation, influencers must reconcile themselves to the fact that their work cannot be limited to specific times and places. What they sell is the experience of intimacy and authenticity that is created by blurring the boundaries between public and private life.