PGC Content Production in the Perspective of Digital Labor: Exemplified by Food Uploaders on Bilibili

Abstract

In the post-epidemic era, there are more and more food-related contend on Bilibili. Besides, the purchasing power of Gen-Z is also growing rapidly. Against this backdrop, food brands take Bilibili as their targeted area for promotion to attract young people and build their brand equity. Based on this, the paper chose Bilibili where Gen-Z gather as the study platform and adopted a quantitative research method to analyze the PGC content production. Meanwhile, the paper also selected two major uploaders as the representatives in studying digital laborers' ways to adapt themselves to the era of convergence media, so as to put forward corresponding suggestions. After the analysis, it was found that the current PGC content creators and content production platforms are faced with dilemmas and defects, and how to achieve the production of quality PGC content and get rid of the dilemma of digital labor in content production has become a major concern.