The Influencer Factory A Marxist Theory of Corporate Personhood on YouTube 1st Edition by Grant Bollmer, Katherine Guinness ISBN 1503638790 9781503638792

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Product details:

ISBN 10: 1503638790

ISBN 13: 9781503638792 

Author: Grant Bollmer, Katherine Guinness 

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.

Table of contents:

Title Page
Copyright
Contents
Acknowledgments
Introduction
One: House
Two: Car
Three: Market
Four: Warehouse
Five: Corpocene
Further Viewing
Notes
Bibliography
Index
Back Cover

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Tags: Grant Bollmer, Katherine Guinness, Influencer Factory, Marxist, Theory, Corporate Personhood, YouTube