Consumers participate in social media producing value through social labor. So far scholars approached social labor through a Marxist lens focusing on the economic aspects of its value and the potential risks related to consumers’ exploitation. We build a sociocultural conceptualization of social labor actualizing the Aristotelian idea of virtuous action that realizes a life well lived with others. Following this approach, we identify Eudaimonia as a theoretical construct to capture the sociocultural value of social labor, and we elaborate how social labor in social media enables the achievement of a eudaimonic state of living. We support our conceptualization with empirical evidence in the social media context of amateur cooking practices that illustrates how Eudaimonia is achieved through social labor practices of cultural performativity. Our perspective extends previous theory related to three research domains of consumers’ social labor: (1) Marxist and technocapitalist critique, (2) neoliberalist perspective, and (3) networked consumer collectives.

消费者参与通过社交劳动创造价值的社交媒体。到目前为止，学者们是通过马克思主义的眼光来研究社会劳动的，它关注社会劳动价值的经济方面以及与消费者剥削有关的潜在风险。我们建立社会劳动的社会文化概念，以实现亚里士多德的良性行动理念，实现与他人共处的美好生活。遵循这种方法，我们确定了Eudaimonia作为捕捉社会劳动的社会文化价值的理论构架，我们将详细阐述社会媒体中的社会劳动如何使人们实现一种生活的状态。我们在业余烹饪实践的社交媒体环境中以经验证据支持我们的概念化，这说明了如何通过具有文化表现力的社会劳动实践来实现Eudaimonia。我们的观点扩展了与消费者社会劳动的三个研究领域相关的先前理论：（1）马克思主义和技术资本主义的批评；（2）新自由主义者的观点；（3）网络化的消费者集体。