Working for your own folks: the microeconomics of social media.

This paper uses a comparative ethnographic approach to explore the ways in which social media enables new economic strategies that capitalize on women's traditional forms of reliance within their local communities. We use ethnographic examples from northern Chile, southeast Italy, and south India to show how women are successful in establishing small but prestigious entrepreneurial activities by using social media to respond to local social and cultural needs. Women use social media to transform both conventional work practices and individuals' notions of work in ways that overcome important structural constraints they face in their respective communities.