Digital Creators and Gender Dynamics in the Workplace
Exploring the Experiences of Female Bookstagrammers in Indonesia
Bibliographic Data
| ID | 20237656 |
|---|---|
| Authors | Ramayda Akmal (corresponding author) |
| Year | 2026 |
| Volume | 47 |
| Pages | 47-70 |
| Publication date | 2026-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Moussons (JOURNAL) |
| Journal identifiers | ISSN: 1620-3224 • E-ISSN: 2262-8363 |
| Publisher | OpenEdition (PUBLISHER) |
| DOI | 10.4000/16guo |
| OpenAlex | W7165923209 |
| Language | EN |
| References cited | 19 |
This article explores how Indonesian digital creators use digital technologies, focusing on five prominent female content creators who share a passion for reading, writing, and bookstagramming. It investigates how these women are shaping new forms of workplace engagement in the digital age through bookstagramming and related activities, such as illustrating books, Muslim activism, travel blogging, and marketing. Methodologically, the study draws on in-depth interviews with selected bookstagrammers alongside an analysis of their digital content. In so doing, the study seeks to answer the following questions: How do female bookstagrammers navigate digital bookstagramming workplaces? What challenges and opportunities do they face? What strategies do they employ to navigate this landscape? The analysis is informed by the conceptual integration of gender, social media, and aspirational labor as formulated by Brooke Erin Duffy, which provides a lens for understanding how participants use digital technologies to challenge traditional gender norms and power structures within the creative industries. In addition, digital labor studies provide a framework for understanding the participants’ experiences as digital creators within the platform economy, including the monetization of their work and its implications for workplace equity. By combining digital content analysis with in-depth interviews, the study finds that female bookstagrammers navigate bookstagramming as an evolving digital workplace, marked by a gradual blending of personal and professional spheres, with motivations shifting from personal to career-oriented. In this process, they face significant challenges in maintaining bookstagramming as professional work, including government and Instagram bans, unequal profit distribution among female bookstagrammers, the pitfalls of the capitalist system, and marginalization by Indonesia’s literary criticism community. To address these challenges, they develop strategies, such as cultivating small communities, creating mutual support and tagging campaigns, and increasing their involvement in broader literary programs
Conceptual framework · Digital media · Monetization · Social media · Cyberloafing and Workplace Behavior · Digital Economy and Work Transformation · Gender, Feminism, and Media
| Citation velocity | historical |
|---|---|
| Highly cited | No |