Downplay the sexy, emphasize the studious: The inspirational labor of “Study-with-Me” influencers in China

“Study-with-Me” (SWM) streaming is a burgeoning livestreaming genre in China that virtually connects learners to enhance their productivity. This study explores study influencers’ inspirational labor, a form of speculative work that generates hope and aspiration in both themselves and viewers, reinforcing the neoliberal belief that success is attainable through persistent individual effort. Through in-depth interviews and virtual ethnography, this research reveals that the inspirational labor of SWM influencers is characterized by (1) performative authenticity, centered on presenting a model student image that deprioritizes monetization and physical attractiveness, and (2) emotional labor, involving the creation of a pleasing learning environment and the maintenance of the emotional stability required to motivate viewers. Middle-class status is a defining characteristic of these study influencers. This is evident in their limited interest in pursuing influencer monetization and their stronger desire to advance along more conventional and promising career paths in real life. For female study influencers in particular, their middle-class background functions as an important psychological buffer when dealing with online harassment. They tend to dismiss such hostility by framing the attackers as “failures” from the lower class, thus minimizing the emotional impact of misogynistic comments.