YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship
通过研究YouTube美妆博主作为部落创业者，结合情感劳动与道德情感理论，揭示了情感劳动对部落创业成功的关键作用，并发现了创业者与社群成员的新型情感表达与压制形式。
Tribal entrepreneurship valorises emotional bonds between consumers and entrepreneurs, yet this emotional dimension is little understood. Drawing from a netnographic study of YouTube Beauty Gurus as tribal entrepreneurs, and uniting the concept of emotional labour with theories of moral emotions, we demonstrate the importance of emotional labour to tribal entrepreneurship’s success. We observe novel forms of emotional labour performed by tribal entrepreneurs, relating to the expression of self-conscious and other-praising moral emotions, in addition to new technology-enabled forms of emotional censorship that silence the expression of other-condemning moral emotions in central tribal gathering spaces. Furthermore, we highlight the emotional labour performed by the broader tribe, as their compassion for the entrepreneur stimulates tribal defense via the suppression of other-condemning emotions. We extend theories of tribal entrepreneurship by theorising the role and importance of emotional labour. Our findings also extend broader theories of emotions and contribute to discussions of immaterial labour.