The Right Amount of Sex: Digital Labor in the Grey Zone of Platform Governance

On platforms, workplace rules can be ambiguous and inconsistently enforced. This article examines the labor process within the “grey zone” of platform governance, bridging theories of organizational misbehavior to research on digital labor. We compare two groups of content creators—porn creators and viral entertainers—who earn a living by sharing pictures and videos on social media. Both strategically utilize sexual imagery to boost their visibility and income. While platforms restrict explicit content, workers perceive blurred lines between what is allowed and what is not, and they look for ways to push those boundaries. Based on 94 interviews and ethnographic research, we identify a three-step process of strategic risk-taking. Creators edge against the rules, floodgate successful strategies, and recuperate after receiving sanctions. Ultimately, the “grey zone” allows workers to test and break rules, which ultimately benefits the platform by keeping both users and creators engaged. By conceptualizing platforms as grey zones, we connect the digital labor process to value production in the platform economy. Grey zones perpetuate the growth and interests of capital by keeping both users and creators engaged on the platforms.