From Visual Discipline to Love-Work: The feminizing of photographic expertise in the age of social media.

Research output: Chapter in Book/Report/Conference proceedingChapter


Being in service to social networks has for many become an accepted part of daily life. The payoff for this is the sense of social integration and presence that is gained from interacting with others online, for example through the creation and upload of snapshots or the exchange of other forms of personal and more public information. Whilst such interactions are largely considered ‘amateur’ in status, they also represent a form of individualized affective and immaterial labour that is being increasingly capitalized upon by new media industries. Most obvious is the monetizing of user-generated content, especially for sales and advertising, but there is also a growing field of expertise linked to the use of social media and the training of amateurs and aspirants seeking advanced forms of knowledge. This chapter explores the significance of these changes for the new normal of work by focusing upon photographic practice and especially the gendered nature of the new forms of expertise in this field.
Original languageEnglish
Title of host publicationThe new normal of working lives
Subtitle of host publicationCritical studies in contemporary work and employment
EditorsSusan Luckman, Stephanie Taylor
PublisherPalgrave Macmillan
Publication statusPublished - 2018

Publication series

NameDynamics of Virtual Work,edited by Ursula Huws and Rosalind Gill


  • Digital Labour
  • Amateur Knowledge
  • Photography
  • Education and Training
  • Visual Aesthetics
  • Gender

Cite this