Motivation och drivkrafter för obetalt arbete i sociala medier: En studie av Lady Gaga-fankonton

Abstract

The aim of this study is to investigate the motivations behind individuals running unpaid fan accounts on social media dedicated to Lady Gaga from a work science perspective. Furthermore, the study critically analyzes the boundary between voluntary engagement and potential labor exploitation. The research questions are: ”What drivers and motivations underlie individuals unpaid management of Lady Gaga fan accounts on social media?” and ”What potential negative consequences or risks may arise for individuals who manage fan accounts on social media without compensation?”. The study employs a qualitative method consisting of five semi-structured interviews with fan account owners active on platforms such as TikTok, Instagram, and X. The participants were recruited globally through social media based on their frequent and unpaid engagement. Four interviews were conducted via video calls and one via email. The empirical material was processed through a thematic analysis with an abductive approach, where Self-Determination Theory and critical perspectives on digital labor were integrated to interpret the findings. The results show that the primary drivers for managing unpaid fan accounts are intrinsic and closely linked to the fulfillment of three basic psychological needs; autonomy, competence, and relatedness. Relatedness is found through a strong sense of community within the Little Monster fandom, often described as a ”family,” and through an emotional bond with Lady Gaga. Direct interaction and recognition from the artist, such as likes or comments, serve as significant emotional rewards and motivators. Competence is expressed through content creation, such as video editing, and the achievement of personal goals, From a critical perspective, the study concludes that participants act as ”prosumers” whose unpaid free labour generates economic surplus value for social media platforms and the artist’s brand. A key risk identified is the extensive time commitment required, which leads to a blurring of boundaries between work and leisure and can manifest as a form of self-imposed pressure.