This thesis focuses on the role of nonhumans in the process of value production on social media platforms. In particular, we investigate the relation between algorithm based sorting mechanisms and human work, here exemplified by the role of a hashtag in social media users’ production of identity. Previous research has shown that social media users produce identity by organising web material into coherent narratives. As suggested by Marxist media scholars (Fuchs, 2014; Bolin, 2011), such organising of material can be perceived as a value generating work process. However, little research has explored how hashtags, and other digital nonhuman actors, are involved in this process. The ambition of this study is therefore to enable a closer understanding of hastags’ relation to value producing organisational work. To do this we have selected a specific case to analyse; the hashtag rockasockorna – a Swedish version of the American hashtag rockthesocks. Our empirical material consists of a quantitative data set, collected with aid of a statistical analysis software (hashtracking.com), as well as two qualitative ethnographic case studies on the two statistically most influential users. To analyse the material we use a methodological approach based on Bruno Latour’s (2005) Actor Network Theory. Primarily, the approach is inspired by Latour’s concept of the circulating reference (1999), meaning that relations described in the qualitative material are gradually reduced into a generalised model. The model suggests that the hashtag takes a position of what we refer to as a “quasi consumer”, an imitator of human organisational work. In the paper’s final section the results are brought into dialogue with contemporary Marxist value theory. We argue that existing literature tends to neglect the aspect of nonhumans as consumers, and thus further research should investigate the implications of nonhuman consumption.

Le travail des chefs d’établissement (ChE) a évolué au gré des politiques éducatives. Ces derniers deviennent des agents du changement ou managers dans des établissements autonomes soumis à l'obligation de résultats. En France en 2006, les ChE rencontrent de nouveaux défis avec les réseaux ambition réussite (RAR) au collège. Une situation inédite qui pose une question nouvelle aux ChE : comment piloter des équipes composites dans un collège en RAR ? Le parti pris dans cette thèse est celui de l’ergonomie de l’activité qui questionne un paradoxe : d’un côté, la focale est mise sur le développement du travail collectif dans les établissements et son impact sur les performances, d’un autre côté sont négligés l'organisation du travail à laquelle se livrent les cadres pédagogiques comme le travail d'organisation des professeurs pour faire vivre ces collectifs. Le but ici est de montrer l’importance du travail réel pour comprendre les conditions et difficultés des cadres pédagogiques pour organiser le travail des professeurs. / Headmasters' work has been changing with educational politicies. Headmasters are becoming agents for change or managers in schools wich are independent and under an obligation of results. In France in 2006, headmasters are challenged with the reform of Ambition success networks. An unprecedented situation that raises the question : how to manage heterogeneous teams ? This thesis uses the ergonomic approach to the activity in order to study a paradox : on the one hand, the focus is put on collective work and its impact on performance, on the other hand, the organisation of the work by headmasters and the work of organisation by teachers are ignored. The aim is to show the importance of actual work in order to understand conditions and difficulties of the work of organisation in wich headmasters are engaged.