A fairly traditional name for this class is “Intelligensia”.
A fairly traditional name for this class is “Intelligensia”.
Graeber builds on this in Bullshit Jobs by taking a stab at why this is, which is in part because most of these jobs pay like crap and take a ton of time to get into, but are nonetheless desirable, so they're preferentially held by people who have enough family support to earn little or nothing for years and years and still not have to worry much (plus family contacts are a big deal in some of them). Graeber's analysis of the class-dynamics of desirable, seen-as-basically-contributing-to-humanity jobs is one of the more interesting parts of that book, IMO (the military is the equivalent for people who can't afford a PhD plus five years of unpaid internships in a high COL city, travel, etc.)
Things have moved on from “let’s go to the shopping centre and get loads of designer stuff” but Instagram is still selling.
But platforms try to sell this as a kind of counter-Amazon revolution.. despite being the same thing. It's a weird marketing headspace.