MrBeast repurposes the warehouse into controlled emotion-production

Evidence

The warehouse serves as a giant, generic space. Different sets can be cheaply and quickly constructed, and contingencies can be negated in the name of corporate control. Donaldson becomes a line manager, surveilling the content workers who are needed to complete the manufacture of his videos. … Rather than repressing the emotions, Donaldson’s videos, paralleling the transformations of public emotion described by theorists such as Eva Illouz and Sara Ahmed, demand the proper and constant expression of perpetual affection, an excess of emotional effluvia that, for Donaldson, is part of the formula that makes videos go viral. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 328

Categorization

• XREF: Directly connects to the ‘warehouse’ infrastructure the reader must analyze; also connects to Fordization and assembly-line emotional control literature. — connects to: Broadcasters extract scripted emotional performance from athletes as affective labor — Mark Fisher (edited by Darren Ambrose), K-Punk: The Collected and Unpublished…, 1614; Emotions can be deliberately engineered and late capitalist industries run a captured emotional engineering — Mark Fisher (edited by Darren Ambrose), K-Punk: The Collected and Unpublished…, 1990