The online dynamics of subjectivity have received scant attention in Organization Studies (OS), especially from a multispecies perspective. This paper explores the evolving digital subjectivities of working dogs through their aesthetic and affective presence on the social media platform Instagram within the Finnish sociocultural context. We frame our theoretical approach around online identity work, Animal Organization Studies (AOS) literature, and posthumanist approaches to explore how the subjectivities of nonhuman workers—such as the prison dog Körri, the hearing dog Hilla, and the assistant dog Usko—are performed by human content creators within digital spaces shaped by a neoliberal consumerist enterprise economy. Through analyzing both aesthetic and affective elements of the visual and textual components of the posts, we find that—contrary to common beliefs—dogs’ digital subjectivities are embodied, material, and spatial in an affective community that is both affirming and exploitative. This has implications for how we might go beyond discourse to further theorize entangled digital subjectivities, especially by paying attention to embodiment and materiality in these entanglements. In doing so, we contribute to the posthumanist literature on digital subjectivities, online identity literature in OS, and the emerging AOS literature, while methodologically advancing OS research by integrating aesthetics and affect with netnography.
