They have developed similar strategies to measure value, for instance, with tailor-made analytical systems that are attuned to the editorial goals of the newsroom. This chapter explores how three Scandinavian legacy media companies have reinvented their business models to focus on creating value for digital subscribers. After mapping out this ecological model of the nested precarities of visibility, we conclude by addressing both continuities with-and departures from-the earlier modes of instability that characterized cultural production, with a focus on the guiding logic of platform capitalism. As such, we present a framework for assessing the volatile nature of visibility in platformized creative labor, which includes unpredictability across three levels: (1) markets, (2) industries, and (3) platform features and algorithms.
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Drawing upon in-depth interviews with 30 aspiring and professional content creators on a range of social media platforms-Instagram, YouTube, TikTok, Pinterest, and Twitter-we contend that their experiences are not only shaped by the promise of visibility, but also by its precarity. Against this backdrop, this study sought to examine how creative laborers’ pursuit of social media visibility impacts their processes and products. While metrics have long played an important, albeit fraught, role in the media and cultural industries, quantified indices of online visibility-likes, favorites, subscribers, and shares-have been indelibly cast as routes to professional success and status in the digital creative economy.
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