Creativity and Labor in Digitally Driven Market: The Case of Freelance Illustrator

Abstract

This study aims at investigating creative labor and its production process in late capitalism. With technological convergence and digitalization, there emerged an information society and information economy. In the processes and procedures of this era, conditions and climate of working areas and labor processes directly based on innovation and creativity have undergone radical transformations. Also, it has become indispensable to scrutinize the concepts such as immaterial labor, autonomy, and subjectivity. So, this study focuses on Turkish freelance illustrators to highlight their production, autonomy, and value in transformed time and space. It aims to establish a better understanding of the Turkish freelancer illustrators’ valorization of labor and economic insecurity in the digital era of creative industries by using the techniques of open-ended questions and online semi-structured interviews with 12 freelance illustrators. Therefore, this study traces the question of how the working processes and work ethos of digital career fields in the creative industry are evaluated from the perspective of illustrators. It cannot be overlooked that this new working ethos allows them to work as self-employed, offering through non-contractual relationships, and non-standard contracts with the clients which give them more flexibility and autonomy as an artist to plan their own creative production processes. It is also clear that illustrators who adapted themselves to produce in a transformed time–space are aware of the difficulty in measuring and valorizing the value of the creative and emotional labor they put to work. In such a case, it can be said that illustrators, who see themselves as both an employer and employee at the same time, position themselves beyond the distinctions of blue collar and gray collar and blur the boundaries in organizational hierarchies.

Citation

Ay, S. and Canlı, K. (2023), "Creativity and Labor in Digitally Driven Market: The Case of Freelance Illustrator", Paliszkiewicz, J. and Varoğlu, D. (Ed.) Management and Organizational Studies on Blue- and Gray-collar Workers: Diversity of Collars (International Perspectives on Equality, Diversity and Inclusion, Vol. 8), Emerald Publishing Limited, Leeds, pp. 241-252. https://doi.org/10.1108/S2051-233320230000008021