Abstract:
The rapid expansion of digital platforms has significantly transformed traditional labor
structures, creating new economic opportunities for women in Metro Manila, particularly in the
field of content creation. Historically, the Philippine workforce has been characterized by rigid
employment systems, entrenched gender disparities, and cultural expectations that have often
limited women’s career advancement. However, with the proliferation of social media platforms
such as YouTube, Instagram, TikTok, and Facebook, an increasing number of women in Metro
Manila are turning to content creation as an alternative career path. This shift is largely driven by
the desire for creative autonomy, economic independence, and the flexibility to balance
professional and personal responsibilities.
Despite these opportunities, women content creators face a range of challenges within the
platform economy. Chief among these is income instability, as earnings are heavily dependent on
fluctuating platform algorithms, audience engagement, and the evolving monetization policies of
digital platforms. Moreover, the visibility and financial success of content creators are largely
dictated by algorithmic systems that often favor particular types of content, leaving many creators
vulnerable to sudden shifts in platform trends. In addition, women content creators are particularly
susceptible to online harassment, gendered discrimination, and the pressures of maintaining a
constant online presence, all of which contribute to the blurring of personal and professional
boundaries.
This research focuses specifically on Metro Manila as the area of study, as it serves as the
economic, technological, and cultural hub of the Philippines. The region offers not only greater
access to digital infrastructure and emerging online opportunities, but also reflects broader national
trends in the adoption of digital work and content creation. By exploring the experiences of women content creators in Metro Manila, this study seeks to examine how they navigate digital labor in
their pursuit of economic independence, what factors influence their transition into content
creation, and how they confront and manage the structural and socio-cultural challenges embedded
within the platform economy.
