Global South Creator Cultures
1st Edition
Published on 15. December 2025
Book
Hardback
186 pages
978-1-032-77354-4 (ISBN)
Description
Global South Creator Cultures situates creator labour within the geographic specificities of nation-states and examines the working conditions of social media creators and the geographical challenges of their work, offering a four-part conceptual framework for studying creator cultures. Rather than placing creator cultures in the Global South against those in the Global North to produce a series of binaries, it prioritises expanding our frames of reference for studying creator labour. It does so by examining creator cultures in India, Turkey, Brazil, Chile, Pakistan, Nigeria, Hong Kong, and China through approaches from media, communication, and cultural studies, as well as internet, platform, and creator studies.
Rich with grounded subjective experiences of Global South creators, this collection is essential reading for students and academics of media, communication, and cultural studies, and appeals to anyone interested in understanding the complex relationship between nation-states, social media platforms, and creators.
Rich with grounded subjective experiences of Global South creators, this collection is essential reading for students and academics of media, communication, and cultural studies, and appeals to anyone interested in understanding the complex relationship between nation-states, social media platforms, and creators.
Reviews / Votes
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)
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
General, Postgraduate, Undergraduate Advanced, and Undergraduate Core
Illustrations
1 s/w Photographie bzw. Rasterbild, 6 s/w Tabellen, 1 s/w Abbildung
6 Tables, black and white; 1 Halftones, black and white; 1 Illustrations, black and white
Dimensions
Height: 240 mm
Width: 161 mm
Thickness: 15 mm
Weight
467 gr
ISBN-13
978-1-032-77354-4 (9781032773544)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Tugce Bidav | Smith Mehta
Global South Creator Cultures
Book
12/2025
1st Edition
Routledge India
€64.40
Shipment within 10-20 days
Tugce Bidav | Smith Mehta
Global South Creator Cultures
E-Book
12/2025
CRC Press
€55.49
Available for download
Tugce Bidav | Smith Mehta
Global South Creator Cultures
E-Book
12/2025
CRC Press
€55.49
Available for download
Persons
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.
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.
Content
Introduction
Tugce Bidav and Smith Mehta
Chapter 1
Rural Creators, Digital Labour, and Platform Visibility in South India
Srikanth Nayaka
Chapter 2
The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the Audience
Elif Birced
Chapter 3
Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on Instagram
Issaaf Karwahi
Chapter 4
Creators at Work: Navigating Dual Careers in the Chilean Platform Economy
Karis K. Wilson and Arturo Arriagada
Chapter 5
From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform Cultures
Elliot Montpellier
Chapter 6
From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator Cultures
Jaana Serres
Chapter 7
Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong Kong
Cecilia Ka Hei Wong
Chapter 8
When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu Creators
Xiaoting Yu
Conclusion
Tugce Bidav and Smith Mehta
Tugce Bidav and Smith Mehta
Chapter 1
Rural Creators, Digital Labour, and Platform Visibility in South India
Srikanth Nayaka
Chapter 2
The Relational Work of Turkish Youtubers: Negotiating Money and Affective Bonding with the Audience
Elif Birced
Chapter 3
Engagement Campaigns in Brazil: Digital Influencers and Visibility Labour on Instagram
Issaaf Karwahi
Chapter 4
Creators at Work: Navigating Dual Careers in the Chilean Platform Economy
Karis K. Wilson and Arturo Arriagada
Chapter 5
From TV to Online Freelancing: Pakistani Creator Labour at the Intersection of Mass Media and Platform Cultures
Elliot Montpellier
Chapter 6
From Fraught Politics to Influencer Ethics: Patriotism, Spirituality, and Survival in Nigerian Creator Cultures
Jaana Serres
Chapter 7
Feminist Activist-Creator Practices of Exposing: Navigating Gender Hate, Algorithmic Moderation, and State Regulation in Hong Kong
Cecilia Ka Hei Wong
Chapter 8
When Platform Becomes Landlords: Algorithmic Gentrification and the Structural Displacement of Kuaishou's Jiazu Creators
Xiaoting Yu
Conclusion
Tugce Bidav and Smith Mehta