Search results for "hybrid professionalism"

Social media influencer: a new hybrid professionalism in the age of platform capitalism?

2023

International audience; Chapter 13 Social media influencer: a new hybrid professionalism in the age of platform capitalism? by P. Sedda and O. Husson, analyses the way social media influencers, acting in the context of communities of practice, participate in redefining professionalism and professional practices in marketing and communications fields while promoting social values or advocating for a cause of public interest. Using a methodological approach based on interviews and ethnographic observation, the study considers the influencer as a specific case of “hybrid professionalism” (Noordegraaf 2007) in which quantitative performance criteria, prescribed by platforms, are combined with c…