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People management in content production: Digital influencers in the networks of capital

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  • Silva, Cleverson Ramom Carvalho
  • Ferraz, Deise Luiza da Silva
  • Franco, David Silva

Abstract

Digital influencers, content creators, and YouTubers are just a few of the terms used to describe the work of content producers in contemporary media. Using a Marxist theoretical framework and critical studies in people management, this article aims to examine the people management processes operationalized to oversee the work of content producers, who subordinated to the process of capital valorization, emerge as one form of the proletariat in the 21st century. The analysis includes documentaries on influencers, documents from major platform companies, reports, news articles, and scientific literature on the topic. The key findings illustrate how recruitment and selection processes, compensation, and performance management are employed by these platforms.

Suggested Citation

  • Silva, Cleverson Ramom Carvalho & Ferraz, Deise Luiza da Silva & Franco, David Silva, 2025. "People management in content production: Digital influencers in the networks of capital," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 65(5), April.
    • Handle: RePEc:fgv:eaerae:v:65:y:2025:i:5:a:93291
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