Dialectical Emotional Labour in Digital Person-branding: The case of digital influencers
Anna-Bertha Heeris Christensen,
Richard Gyrd-Jones,
Michael B. Beverland
Abstract:This article examines the emotional labour of digital influencers to extend our understanding of the processes of transmutation of workers’ emotional systems. According to Hochschild (2012) transmutation occurs when workers’ emotional systems are engineered into commercial and organizational settings for economic profit. To date much work has been carried out within formal organizational settings on “surface acting”, which often leads to self-abuse, burnout and depersonalisation, and “deep acting”, which is as… Show more
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