4/30/2023 0 Comments Pdf reader pro unhighlight![]() The platformization framework, introduced and developed in this research, reveals its potential as insightful perspective to systematically move the field of media entrepreneurship forward, from theory to practice. Findings/Contribution: The investigations in this study corroborate the idea that media entrepreneurs should be equipped with a multi-paradigmatic lens to see how their practices may have beneficial implications for the media industries, and they can also engage in some unfair and monopolistic initiatives that are prompted by the platforms and/or by governmental interventions. As such, using the platformization theoretical lens, this paper summarizes and integrates the fragmented literature on media entrepreneurship to offer a new way of thinking within this field. In so doing, we have calibrated our efforts based on the theory synthesis method. Methodology: We have adopted a conceptual reseach design, which tries to build a bridge between different theoretical frameworks in a novel way, and thus broaden our understanding on a particular issue. Therefore, given the significant role of digital platforms in developing the field of 'media entrepreneurship,' the present paper seeks to (re)reading the field of 'media entrepreneurship" by employing the platformization framework. Purpose: Platformization is one of the most insightful theoretical frameworks with an exceptional potential to provide a fine-grained ground for understanding how digital platforms contribute to the development of the media industry by facilitating entrepreneurial activities. And in exploring digital labor in the context of its socio-political and cultural embeddedness, we aim to show how workers constituted a sense of self and agency while being embedded in aspirations that were fraught at best and false at worst. In fleshing out these digital labor imaginaries, we discuss the role of virtual spaces, online communities, and the influencers who help push these imaginaries within the digital platform. ![]() We identify three such interconnected imaginaries and label them as follows: that of ‘distinction,’ ‘transcendence,’ and ‘flexibility’. Drawing from in-depth interviews and analysis of multiple texts circulating in online freelance forums, Facebook groups, and ‘freelancer’ events, we look at how freelance workers and platform managers enacted and articulated classed and colonial digital labor imaginaries. ![]() ![]() It instead considers both how the socio-cultural and economic complexities of the worker environment might drive the attractiveness of this form of labor and how histories of colonialism might make local employment and upward mobility less of a viable option for workers from the Global South. This paper attempts to avoid both overly optimistic and pessimistic accounts of the ‘on-demand’ global economy and of ‘platform labor’ in the Global South. ![]()
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