The Uncertainties of Work and the Entrepreneurial Spirit of Risk-Taking: Insights Gained from the Biographies of 32 Transnational Bloggers

Based on the biographies of 32 transnational bloggers on Chinese social media platforms, this study explores the uncertainties of work and the entrepreneurial spirit of risk-taking in coping strategies. Transnational bloggers are content creators of non-Chinese nationality with cultural backgrounds distinct from Chinese culture. Although blogging is often associated with positive traits like “flexibility,” “freedom,” and “substantial income,” its significant uncertainty and instability are undeniable. The central questions of this study are: How do these uncertainties manifest? How do transnational bloggers cope with uncertainty and manage their professional roles, particularly in practice and cognition?

The study finds that the objective uncertainties of the blogging profession manifest in the instability of content feedback and income, imposing psychological and financial pressure on bloggers. However, transnational bloggers demonstrate high adaptability, rooted in their prior experiences in unstable or freelance work. They employ coping strategies such as assessing risks and responsibilities, as well as developing backup plans to establish viable operational approaches. Many view uncertainty as a long-term investment in self-improvement rather than a barrier. Their biographies reveal an entrepreneurial spirit of risk-taking characterized by actively embracing challenges and patience for long-term investment.

Furthermore, the entrepreneurial spirit of risk-taking inherits the social injunction of self-improvement. While this social injunction promotes continuous self-improvement and self-actualization, it also conceals significant anxiety and pressure. The internalization of this injunction by transnational bloggers has led to negative consequences: some have been squeezed out of the market, while others face long-term health issues such as insomnia.

This study contributes to the sociology of risk and uncertainty by providing new insights into how individuals navigate occupational uncertainty in the digital age, while also encouraging further research into the roles of various social injunctions in this process.