Horváth Milán – Bögöly Gábor – Alkotói autonómia a platformgazdaságban – Egy magyar tartalomalkotói közösség közönségoldali esettanulmánya

Publikálva: Autonómia & Társadalom, VI. ÉVFOLYAM, 2026/1 (Year VI, Issue 2026/1)

RESUME

CREATOR AUTONOMY IN THE PLATFORM ECONOMY: AN AUDIENCE-SIDE CASE STUDY OF A HUNGARIAN CONTENT CREATOR COMMUNITY

Autonomy in the digital platform economy is not complete independence. It is agency exercised under infrastructural, economic, and relational constraints. This article presents an exploratory audience-side case study of a Hungarian content creator’s community. The empirical material comes from an online survey conducted between 27 March and 7 April 2026 through the social media channels of a Hungarian multi-platform creator (N=100). The sample is convenience-based and self-selected. These findings should not be generalised to the Hungarian population or to Hungarian content consumers as a whole. Instead, the data are read as a case study of how platform visibility, audience trust, sponsorship recognition and livelihood expectations shape the perceived autonomy of content creation. Algorithmic awareness in this sample is high. Exposure to domestic creators is regular, and views on content creation as a sustainable livelihood are cautious. Credibility is positively and signifi cantly associated with purchase infl uence, more strongly than parasocial closeness, which shows a weaker but still signifi cant association. Creator autonomy here looks conditional rather than absolute: creators are seen as independent cultural actors, but their viability still rests on algorithmic visibility, audience trust and regulatory transparency.

KEYWORDS: creator autonomy, platform economy, creator economy, credibility, parasocial relationship

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