Creative Craft and Design Microenterprise in the Age of Social Media
AbstractThis chapter reports upon how makers experience and negotiate the increasing demands of social media, in particular the highly visual and stylised world of Instagram. While a recurrent theme through the research was how ‘easy’ it is to establish an online retail presence, the work involved in maintaining and building their brand was identified consistently as the real challenge. It is in this context that the demands of social media as a new normal baseline eating up time makers would rather spend making appear as part of the new administrative burden facing the self-employed and creative microenterprises. The chapter finishes on a final note acknowledging, but also problematising, the ongoing role of locality-based support organisations in the digital age.