Lived Experiences of Social Media Content Creators: A Phenomenography
Cynthia Fortin, Rowella Parrucho
Received: 13 July 2026; Revised: 31 August 2026; Accepted: 03 September 2026; Published: 08 September 2026
DOI: https://doi.org/10.66074/W3J6P9R4L
Abstract
This paper examined the lived experiences and coping mechanisms, as well as the professional reflections of online content creators, using a qualitative research design grounded in a phenomenographic approach. Fifteen content creators were interviewed in depth to explore differences in experiences and perceptions of content creation as an online practice. Thematic analysis was used to identify specific categories of description and patterns of variation. Results indicated that content production experiences are goal-oriented endeavors, and themes were revealed, such as purpose-driven, opportunities and outcomes, Challenges and pressures, and negative feedback and public scrutiny. Further, creators responded with a combination of coping strategies, including emotional disengagement, strategic planning, flexibility in response to platform changes, reliance on technology, social support, faith-based coping, and persistence. In addition, participants’ insights include emphasizing the importance of authenticity, ethical responsibility, and audience-centered content, as well as their role as influencers who need to be accurate and influential. Creation of content was also explained as a transformative process, which formed identity, purpose and life direction.
Keywords: content creators, communication, Philippines, phenomenography, social media
Author Information: University of Mindanao, Davao City; cynthia.14fortin@gmail.com
Volume 2, Issue 3, September 2026