Cultural production is to an increasing degree characterized by digitalization, mediatization, platformization and the use of social media. In this article, we investigate how digital cultural labour is experienced by platform-dependent cultural producers. Based on qualitative in-depth interviews with more than twenty Norwegian content creators, we more specifically analyse how they describe and valuate their products and production, the online communication of their labour, and the careers and strategies of digital cultural labour. The production of content is experienced as a demanding and continuous endeavour, being relentlessly quantified through clicks and metrics. Furthermore, the content creators show the psychological toll of being the product or a more or less integrated part of the product. Partly because of the challenges of continuous content production and communication with a community, as well as because of the unpredictable power of algorithms, we see creators branching out, spreading risk, or combining platform-dependency with -independency. This tendency only partly explains why digital cultural labour in the Norwegian context does not tend to represent a career end in itself, but a means to reach other and/or more long-term career goals. In the Norwegian context, this tendency is also explained by other factors: the welfare-oriented and inclusive Nordic model of cultural policy, which includes a public broadcaster integrating social media actively in its portfolio, as well as a general risk- and precarity-reducing welfare society.

中文翻译：

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在内容王国中创造职业生涯。挪威数字文化劳动的平台依赖和平台矛盾

文化生产日益呈现出数字化、媒体化、平台化和社交媒体使用的特征。在本文中，我们研究了依赖平台的文化生产者如何体验数字文化劳动。基于对二十多位挪威内容创作者的定性深度访谈，我们更具体地分析了他们如何描述和评价他们的产品和生产、他们的劳动在线交流、以及数字文化劳动的职业和策略。内容的制作是一项艰巨且持续的工作，通过点击和指标不断量化。此外，内容创作者还表现出作为产品或或多或少成为产品的一部分所带来的心理负担。部分原因是持续内容制作和与社区沟通的挑战，以及算法不可预测的力量，我们看到创作者开始分支、分散风险或将平台依赖性与独立性结合起来。这种趋势只能部分解释为什么挪威背景下的数字文化劳动本身并不代表职业目标，而是实现其他和/或更长期职业目标的手段。在挪威，这种趋势也可以用其他因素来解释：以福利为导向和包容性的北欧文化政策模式，其中包括一家公共广播公司积极将社交媒体纳入其投资组合，以及降低总体风险和不稳定的政策福利社会。