인터넷 개인방송 BJ의 노동 과정에 대한 탐색 = 아프리카TV 사례를 중심으로

다국어 초록 (Multilingual Abstract)

This study examines the labor processes of user content production and value creation through a case study of so-called Broadcasting Jockeys (BJ), Internet personal broadcasters who have attracted significant public attention. The purpose of this study is to investigate how these labor processes are carried out within the users’ concrete experiences, considering the structural ambivalence in both participatory digital-media usage and exploitative free labor. In-depth interviews were conducted with fourteen BJs who work at AfreecaTV as Best or Partner BJs. The results show that the imagined affordances of AfreecaTV are associated with the BJs’ perceived and creative motivation; the cognitive, communicative, and communal characteristics of their labor; the dynamics of producing labor value based on byeolpungseon (star balloon); the valorization process of labor power; and the self-branding mechanism in these unstable labor practices. This study finds that Internet personal broadcasting has emerged as a new media industry, with a labor process of a complex and ambivalent nature.

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