“As Uploaders, We Have the Responsibility”: Individualized Professionalization of Bilibili Uploaders

The prevalence of social media blurs the boundaries between consumer and producer, work and play, and leads to new social roles, professions, and identities (e.g. blogger, YouTuber, micro-celebrity). However, we still lack a clear understanding of how people come to identify with these new roles and how individual professional development is digitally mediated. This paper presents a study based on Bilibili, a popular Chinese social media platform featuring user-generated videos, and highlights a professionalization process through which individuals consciously distinguish between the roles of uploaders and consumers, develop a shared work ethos around the role of the uploader, and, as uploaders, improve their technical-professional expertise. We conclude by discussing individualized professionalization as a concept that describes the bottom-up and community-based process of professional development for User Generated Content (UGC) taking place in contemporary digital media environments.