Ending an Exploitative Regime: A Participatory Case Study on Impact of Social Media Use on Handicraft Artisans’ Autonomy

Abstract

Creative industry and arts are redefining the parameters of economic stability and revenue generation around the world. Despite having potential, certain crafts are struggling to survive in the marketplace and artisans are suffering at the hands of brokers. This qualitative participatory case study aims to examine the efficacy of digital platforms (Instagram and E-commerce) to address issues of limited autonomy and middlemen exploitation in handicraft industry. The research analyzed the factors contributing to such negligence and future possibilities by incorporating frameworks of Trans-theoretical model and Communication for behavioral impact. The results of observational data and in-depth interviews suggest a positive association between digital platform adoption and artisans’ autonomy making them self-sufficient and contributes to betterment of their socio-economic status, but the rate of illiteracy remains the defining hurdle. The study recommends extending the Trans-theoretical and communication for behavioral impact frameworks in other types marginalized creative arts and social media platforms.