Creator Culture An Introduction to Global Social Media Entertainment

This lively collection puts forth a persuasive case for 'creator culture' as a major new force in media industries worldwide. Drawing from intricate analyses and ethnographies of creator practices across the globe, the scholars in this volume show how today's social media entrepreneurs exist at the uneasy intersection of platforms, legacy media, and advertising. From unboxing videos to fashion influencers, these essays explore the cultural logics of online creators and their larger sociocultural contexts. An essential collection for scholars of branding, celebrity, and social media, and anyone interested in the future of entertainment. (Alice E. Marwick, author of Status Update: Celebrity, Publicity, and Branding in the Social Media Age) What could once be referred to confidently as 'the media' has fragmented into a diverse array of creators, platforms, audiences, communities, regulatory responsibilities, and business models. With Creator Culture, Cunningham and Craig have captured the zeitgeist of social media entertainment, bringing together an array of leading international researchers to critically analyze this emergent field. (Terry Flew, University of Sydney)