Peripheral creator labor: Navigating regional marginalization and resistance in social media entertainment

Abstract

This article examines how social media creators in the United Kingdom navigate regional labor dynamics in small urban cities and towns and their perceptions of potential resistance strategies. Grounded in a creator workers’ inquiry and thematic analysis of in-depth interviews with creators ( N = 53), it expands the notion of peripheral creator labor. It reveals how digital factors and historically entrenched regional disparities exacerbate the global platform precarity experienced by different types of peripheral creators and the relative privilege of peripheral English-language Western-based creators. The study introduces the concepts of regional monetization precarity and localized production space and networking precarity to capture the unique challenges creators face in small urban cities and their shared strategic resistance strategies to effect change, combining professional support and unionization. This study contributes to theoretical understandings of creator labor by challenging a binary notion of “center-periphery” relations and a homogeneous Western user experience in creator economies.