Relational platform entrepreneurs: Live commerce and the 818 Jiazu

Abstract

This paper explores the emerging platform entrepreneurship through an observational case study of one of the most prominent Kuaishou influencers, Xin Youzhi, and his 818 jiazu. Jiazus are influencer communities on Kuaishou, a Chinese livestreaming and e-commerce platform. Examining platform entrepreneurs through a relational lens, we illustrate the organisation and operation of the 818 jiazu and its interaction with the followers, the Kuaishou platform and the Chinese state. Identifying relations of mutuality, autonomy and domination, we find that 818 kiazu’s rise and fall manifest the relationality and contingency of entrepreneurial labours in the Chinese platform economy. We argue that Kuaishou jiazu can be understood as relational entrepreneurs who need new sociotechnical skills to navigate various relationships with the platform, users and state regulations. Our study contributes to understanding the organisation and practices of livestreamers by foregrounding the entrepreneurial agency of the influencer community.

Keywords

Kuaishou digital labour digital entrepreneurs China Jiazu relational performative labour platform governance relational labour

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