Productive relations in creative industries: work, cultural consumption and identity support in publishing companies

Abstract

This paper presents results of a study that aimed to explore work relations in a creative industry: children´´´´s and young adult literature publishing companies. Work relations refer to organizing practices and individual attitudes towards work. To achieve the research goals, an exploratory approach was adopted and qualitative evidence was gathered concerning six publishing companies located in Minas Gerais, Rio de Janeiro and São Paulo. Data were analyzed in an interpretive way, through evidence triangulation collected from the following sources: i) in-depth interviews with the six editors-in-chief; ii) direct observation at the publishing companies; iii) websites of virtual communities of consumers interested in the publishing companies’ products. The results indicate that managerial practices adopted by the publishing companies embrace organizing flexibility and, more significantly, that publishers have an extended understanding of the production and consumption processes of their cultural goods (books) that encompasses the integration of editors, authors and consumers in virtual communities of practice. In this relationship, the publishing companies pursue economic viability, while consumers pursue identity support – and that lead consumers adhere to the production process seeking only subjective compensations, thus transforming themselves into an unpaid workforce for the companies.