Abstract
This article examines the labor process to perform authenticity of live e-commerce sellers, so-called "new farmers", as entrepreneurial subjects, in rural China. The author conducted fieldwork in three live e-commerce teams for one year. Drawing on these data, this article elaborates the exploitative aspect of plat-form labor by describing the tension between mobilization narratives and the labor experience to perform authenticity. These mobilization narratives include interre-lated discourse praising performing authenticity of new farmers, including the ad-vantage of visualization technology, making the marginalized visible, and em-powerment for entrepreneurial individuals. However, these myth obscures the physical labor, gatekeeping process, and necessary capital to construct authentici-ty online. The author concludes by arguing the platform economy demands hybrid labor regime and enhances, instead of improving the social status of marginalized rural subjects.
Subject
General Earth and Planetary Sciences,General Environmental Science
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