Digitalization of Labor: Women Making Sales Through Instagram and Knitting Accounts

Abstract

The digital culture created by the new media shows itself in most of today’s everyday life practices. Displacing the social structure, the digital culture also led to the digitalization of labor. In fact, while many products can be sold through Instagram today in Turkey, there are lots of accounts (pages) where handmade products (blankets, baby clothes, bags, pencil cases, etc.) are sold and many women who contribute to family budget, as well. Thus, the subject of this research is to study the knitting accounts which belong to the women making sales through Instagram. That way, it has been aimed to understand that how labor becomes digitalized by Instagram. The accounts which are making sales through Instagram and will be studied in the research are as follows: orgu.battaniyemmm, bebek_orgu_evi, and orgu_sepeti. Within the scope of this research, semi-structured in-depth interviews will be made with the owners of mentioned accounts, and through these accounts, it will be revealed that how digital culture makes labor a commodity and how digitalizes it. © 2025 Elsevier B.V., All rights reserved.