Tugce Bidav is Lecturer in Digital Labour and Marketing in the Department of Digital Humanities at King’s College London, UK. She holds a PhD in Media Studies from Maynooth University, Ireland (2023). Her research interests include platforms and cultural production, media and creative labour, and platform work. She has published on issues related to creator cultures in leading journals such as Social Media + Society and International Journal of Cultural Studies. She is on the founding editorial board of Sage’s new journal Platforms & Society.Smith Mehta is Assistant Professor in the Center for Media and Journalism Studies at the University of Groningen, Netherlands. He holds a PhD in Creative Industries from Queensland University of Technology, Australia (2021). He is the author of the book The New Screen Ecology in India (2023) and has published on issues related to creative labour in leading international peer-reviewed journals. Smith has previously worked at Viacom18 Media Pvt. Ltd as a content development executive.

This book brings together a robust body of empirical work by scholars committed to making Global South creator cultures more visible, while at the same time unsettling dominant assumptions and pluralising narratives about the creator economy. Crucially, the collection advances a much-needed conceptual vocabulary that enriches ongoing debates and theoretical conversations, making it an invaluable resource for scholars and students alike.- Soriano, Cheryll Ruth R.Professor of Communication, Department of Communications, De La Salle University (DLSU)

• IntroductionTugce Bidav and Smith MehtaChapter 1Rural Creators, Digital Labour, and Platform Visibility in South IndiaSrikanth NayakaChapter 2The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the AudienceElif BircedChapter 3Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on InstagramIssaaf KarwahiChapter 4Creators at Work: Navigating Dual Careers in the Chilean Platform EconomyKaris K. Wilson and Arturo ArriagadaChapter 5From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform CulturesElliot MontpellierChapter 6From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator CulturesJaana SerresChapter 7Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong KongCecilia Ka Hei WongChapter 8When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu CreatorsXiaoting YuConclusionTugce Bidav and Smith Mehta

Tugce Bidav is Lecturer in Digital Labour and Marketing in the Department of Digital Humanities at King’s College London, UK. She holds a PhD in Media Studies from Maynooth University, Ireland (2023). Her research interests include platforms and cultural production, media and creative labour, and platform work. She has published on issues related to creator cultures in leading journals such as Social Media + Society and International Journal of Cultural Studies. She is on the founding editorial board of Sage’s new journal Platforms & Society.Smith Mehta is Assistant Professor in the Center for Media and Journalism Studies at the University of Groningen, Netherlands. He holds a PhD in Creative Industries from Queensland University of Technology, Australia (2021). He is the author of the book The New Screen Ecology in India (2023) and has published on issues related to creative labour in leading international peer-reviewed journals. Smith has previously worked at Viacom18 Media Pvt. Ltd as a content development executive.

This book brings together a robust body of empirical work by scholars committed to making Global South creator cultures more visible, while at the same time unsettling dominant assumptions and pluralising narratives about the creator economy. Crucially, the collection advances a much-needed conceptual vocabulary that enriches ongoing debates and theoretical conversations, making it an invaluable resource for scholars and students alike.- Soriano, Cheryll Ruth R.Professor of Communication, Department of Communications, De La Salle University (DLSU)

• IntroductionTugce Bidav and Smith MehtaChapter 1Rural Creators, Digital Labour, and Platform Visibility in South IndiaSrikanth NayakaChapter 2The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the AudienceElif BircedChapter 3Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on InstagramIssaaf KarwahiChapter 4Creators at Work: Navigating Dual Careers in the Chilean Platform EconomyKaris K. Wilson and Arturo ArriagadaChapter 5From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform CulturesElliot MontpellierChapter 6From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator CulturesJaana SerresChapter 7Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong KongCecilia Ka Hei WongChapter 8When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu CreatorsXiaoting YuConclusionTugce Bidav and Smith Mehta

Tugce Bidav is Lecturer in Digital Labour and Marketing in the Department of Digital Humanities at King’s College London, UK. She holds a PhD in Media Studies from Maynooth University, Ireland (2023). Her research interests include platforms and cultural production, media and creative labour, and platform work. She has published on issues related to creator cultures in leading journals such as Social Media + Society and International Journal of Cultural Studies. She is on the founding editorial board of Sage’s new journal Platforms & Society.Smith Mehta is Assistant Professor in the Center for Media and Journalism Studies at the University of Groningen, Netherlands. He holds a PhD in Creative Industries from Queensland University of Technology, Australia (2021). He is the author of the book The New Screen Ecology in India (2023) and has published on issues related to creative labour in leading international peer-reviewed journals. Smith has previously worked at Viacom18 Media Pvt. Ltd as a content development executive.

This book brings together a robust body of empirical work by scholars committed to making Global South creator cultures more visible, while at the same time unsettling dominant assumptions and pluralising narratives about the creator economy. Crucially, the collection advances a much-needed conceptual vocabulary that enriches ongoing debates and theoretical conversations, making it an invaluable resource for scholars and students alike.- Soriano, Cheryll Ruth R.Professor of Communication, Department of Communications, De La Salle University (DLSU)

• IntroductionTugce Bidav and Smith MehtaChapter 1Rural Creators, Digital Labour, and Platform Visibility in South IndiaSrikanth NayakaChapter 2The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the AudienceElif BircedChapter 3Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on InstagramIssaaf KarwahiChapter 4Creators at Work: Navigating Dual Careers in the Chilean Platform EconomyKaris K. Wilson and Arturo ArriagadaChapter 5From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform CulturesElliot MontpellierChapter 6From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator CulturesJaana SerresChapter 7Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong KongCecilia Ka Hei WongChapter 8When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu CreatorsXiaoting YuConclusionTugce Bidav and Smith Mehta