Digital Labor: An Examination of the Labor Mechanism of Internet Celebrities

As Internet technology and social media have become ubiquitous, the emergence of the “online celebrity economy” has become increasingly pronounced. Despite this, the labor mechanisms underlying it remain underexplored. This study adopts a “digital labor” framework to scrutinize the role and labor processes of internet celebrities, recognizing them as a nascent workforce. Furthermore, it dissects the value chain associated with this demographic, uncovering intricate issues related to the distribution of profits and the apportionment of risks. This research aims to engender a wider discourse on digital labor conditions and to delve into their significant repercussions for work, societal dynamics, economic structures, and personal identity.