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This study explores the nascent field of social media work through an analysis of job recruitment ads\u2014texts, we contend, that provide insight into a key discursive site of imagining the ideal digital laborer. Drawing upon a qualitative textual analysis of 150 adverts, we show how employers construct workers through a patterned set of features, including sociability, deft emotional management, and flexibility. Such industrial imaginings incite workers to remain ever available, juggle various roles and responsibilities, and engage in persistent emotional labor\u2014both online and off. These expectations, we argue, allude to the increasingly feminized nature of social media employment, with its characteristic invisibility, lower pay, and marginal status within the technology field. <\/jats:p>","DOI":"10.1177\/1461444817738237","type":"journal-article","created":{"date-parts":[[2017,11,16]],"date-time":"2017-11-16T11:28:31Z","timestamp":1510831711000},"page":"2972-2989","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":68,"title":["Digital \u201cwomen\u2019s work?\u201d: Job recruitment ads and the feminization of social media employment"],"prefix":"10.1177","volume":"20","author":[{"given":"Brooke Erin","family":"Duffy","sequence":"first","affiliation":[{"name":"Cornell University, USA"}]},{"given":"Becca","family":"Schwartz","sequence":"additional","affiliation":[{"name":"University of Oxford, UK"}]}],"member":"179","published-online":{"date-parts":[[2017,11,16]]},"reference":[{"key":"bibr1-1461444817738237","doi-asserted-by":"publisher","DOI":"10.1177\/089124390004002002"},{"key":"bibr2-1461444817738237","doi-asserted-by":"publisher","DOI":"10.1086\/495625"},{"key":"bibr3-1461444817738237","unstructured":"Anderson M (2015) Men catch up with women on overall social media use. 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