Negotiating Authenticity in the Attention Economy: The Lived Experience of Streaming Creators Under Commercial Pressure

Abstract

Digital media production has transformed content creation into a globally accessible form of labor, where authenticity plays a central role in shaping audience relationships. Within this evolving landscape, independent streaming creators face increasing pressure to balance personal expression with commercial demands. However, little is known about how creators interpret and maintain authenticity under such conditions, prompting the core question: how do streaming content creators experience authenticity amidst commercial pressures? This study adopts an interpretative phenomenological approach to explore the lived experiences of creators and uncover how they construct meaning in response to these tensions. Data were collected through in-depth, semi-structured interviews with ten experienced digital content creators and analyzed using Interpretative Phenomenological Analysis (IPA). Three core themes emerged: the tension between creative freedom and algorithmic influence, the strategic performance of authenticity, and the role of self-reflection and community in negotiating integrity. These findings reveal that authenticity is not a static trait but a fluid, dynamic negotiation shaped by socio-technical and emotional factors. The study deepens our understanding of digital identity work, emphasizing the emotional and ethical labor embedded in content creation. Its insights contribute to both theoretical discourse and practical considerations for supporting digital creators in increasingly commodified media environments.