人才获取的抱负政治：创业限制和印度短视频平台

IF 4.9 1区文学 Q1 COMMUNICATION

Social Media + Society Pub Date : 2025-06-25 DOI:10.1177/20563051251340579

Rahul Mukherjee

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引用次数: 0

摘要

印度本土的短视频平台，如Moj和Josh，在吸引有才华的创作者和新用户到他们的平台上取得了不同程度的成功。他们面临的一些挑战表明了抱负政治的局限性，这种政治与真实性和相关性以及创业应用和平台资本主义的政治经济学交织在一起。我努力理解TikTok在印度的成功，也理解印度短视频平台在印度本土创意的文化背景下，试图以何种方式复制TikTok的算法逻辑和创作者/人才获取策略。这篇文章将短视频平台的流行与招聘策略联系起来，以挖掘印度各省有影响力的内容创作者。文章认为，在理论化抱负政治的同时，（孤立地）研究创造者如何渴望更成功，获得更多的追随者和影响力是不够的。该平台的人才探子、内容总监和工作室负责人也在积极塑造和培养抱负。印度政府和企业也在制造有抱负的话语。我将抱负政治和企业家限制概念化在这些跨越个人欲望和国家-公司-平台抱负和企业家话语的滑移和破裂中。

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Aspirational Politics of Talent Acquisition: Entrepreneurial Limits and Indian Short Video Platforms

Local short video platforms in India such as Moj and Josh have encountered mixed success in wooing talented creators and new users to their platforms. Some of the challenges they have faced suggest the limits of aspirational politics which is entangled with aspects of authenticity and relatability as well as the political economy of start-up apps and platform capitalisms. I endeavor to understand TikTok’s success in India and also comprehend in what ways Indian short video platforms tried to replicate TikTok’s algorithmic logics and creator/talent acquisition strategies within the cultural context of vernacular creativity in India. The article connects discussions of the popularity of short video platforms with recruitment strategies to tap influential content creators in provincial India. The article contends that while theorizing aspirational politics, it is not enough to study (in isolation) how creators aspire to be more successful and gain more followers and influence. Aspirations are also actively fashioned and nurtured by the platform’s talent scouts, content directors, and studio heads. The Indian government along with corporations also creates aspirational discourses. I conceptualize aspirational politics and entrepreneurial limits in these slippages and ruptures across individual desires and state-corporate-platform discourses of aspiration and entrepreneurship.

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来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.