Creator Culture: An Introduction to Global Social Media Entertainment

The massive development of communication technology is changing the existence of culture in the digital era. Social media affordances facilitate the raising of User-Generated Content, which then moves organically to form the Social Media Entertainment (SME) industry. Nancy K. Baym mentions in the Foreword Chapter that ‘ SME is a world of product placement, of sponsorships, of partnerships, of affiliate relationships ’ (9). SME is a digital ecosystem representing a cultural assertion as much as commercial media production, where individuals, communities, industries, and regulations engage in economic, social, and political fields. This book, Creator Culture: An Introduction to Global Social Media Entertainment , focuses on the global phenomenon of ‘influencers’ or ‘content creators’ and their relation to platforms, audiences, companies, and governments. It explores the disposition of SME and traditional media form to influence culture and media digital ecosystem based on the empirical research across the world. Overall