[Generated AI Academic] Publication Date: October 2023 Journal: Journal of New Media & Digital Economics , Vol. 14, Issue 3 Abstract The digital gig economy has given rise to niche occupational categories previously unrecognized by standard labor classifications. This paper investigates the career of the "Household Fantasy Video Content Creator"—an individual who produces short- to medium-form video content (e.g., TikTok, Instagram Reels, YouTube Shorts) that romanticizes, aestheticizes, or gamifies mundane domestic labor. Through a mixed-methods analysis of practitioner interviews and platform data, this study examines the economic viability, skill requirements, psychological costs, and market saturation of this profession. Findings indicate that while the barrier to entry is low, long-term career sustainability requires a hybrid skillset in cinematography, narrative psychology, branded integration, and emotional boundary management. The paper concludes that Household Fantasy functions as both a coping mechanism for creators and a commodified escape for viewers, positioning the role as a distinct category within the broader influencer economy. 1. Introduction In the post-pandemic media landscape, the home has been redefined. Once a private sphere of rest and maintenance, it has become a primary production studio for millions of digital creators. Among these, a specific archetype has emerged: the Household Fantasy creator. Unlike standard "cleaning influencers" who focus on efficiency (e.g., #CleanTok) or "home decor" channels focused on renovation, the Household Fantasy creator sells a mood —a sensory, curated reality where doing dishes feels meditative, folding laundry evokes hygge, and grocery shopping becomes a whimsical narrative.
This paper asks: We explore the labor behind the labor—the invisible work of lighting, sound design, scripting, and emotional regulation required to make scrubbing a sink look desirable. 2. Literature Review Existing scholarship on digital labor (Kuehn & Corrigan, 2013) frames content creation as "playbor" (play/labor), but Household Fantasy represents an intensification of this phenomenon. Goffman’s (1959) dramaturgical analysis is extended here: the "backstage" (actual mess) is either eliminated or carefully staged as a "front stage" prop. household fantasy manyvids
The Domestic Sublime: Constructing a Career in Household Fantasy Video Content Creation folding laundry evokes hygge