What question did this study set out to answer?

The article explores how YouTube creators function as pedagogues, embedding neoliberal concepts into data work practices.

April 25, 2026Journal of sociology

Data Work for Beginners: Neoliberal Pedagogies and the Circulation of Platform Labor

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Authors

JSJulice SalvagniUniversidade Federal do Rio Grande do Sul RGRafael GrohmannUniversity of Toronto

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Implication

Qualitative examination reveals how YouTube creators shape data work practices through neoliberal teachings, emphasizing motivation and moral discourses.

Key Points

The article explores how YouTube creators function as pedagogues, embedding neoliberal concepts into data work practices.
Qualitative examination of 43 YouTube videos.
Analysis of creators' motivational aesthetics and entrepreneurial discourses.
Identification of discourses highlighting both the appeal and frustrations of platform labor.
Creators frame data work as desirable through motivational slogans.
Tutorials convey skills that normalize the data work circuit.
Frustrations are acknowledged but reabsorbed into neoliberal narratives.

Cite This Study

Salvagni et al. (2026) studied this question.

synapsesocial.com/papers/69ec5b8a88ba6daa22dad0d9 https://doi.org/10.1177/14407833261425835

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Implication

Qualitative examination reveals how YouTube creators shape data work practices through neoliberal teachings, emphasizing motivation and moral discourses.

Data Work for Beginners: Neoliberal Pedagogies and the Circulation of Platform Labor

Discussion

Member takes

Implication

Key Points

Cite This Study

Data Work for Beginners: Neoliberal Pedagogies and the Circulation of Platform Labor

Discussion

Member takes

Implication

Key Points

Cite This Study

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