Living my Latin American influencer dream: How racism and nationality shape Latin American influencers within the US

Abstract

This paper investigates the intersection of racism, nationality, and the global Latin American influencer dream. It examines the experiences of Latin American influencers in the United States, where pursuing commercial success intersects with cultural and economic aspirations. Additionally, it explores the role of content service organizations in shaping creator culture and the working experiences of Latin American influencers. Despite the global imagination, influencer economies largely remain national, constrained by socio-cultural, linguistic, and regional norms. Drawing from literature on influencer cultures, platform economies, and imaginaries, the study analyzes data from interviews with content service organization executives and influencers, alongside platform analytics and advertising campaigns. The findings elucidate how racial discourses shape and challenge creator cultures, highlighting barriers for Latin American influencers in the US. This research contributes to understanding the social dimensions of creator culture, revealing impediments faced by diasporic influencers.

Keywords

creator cultures Latin American influencers platform imaginaries platform labor racial capitalism social media YouTube

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