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We advance the concept of deconstructed identity to explain how online workers' identities are being reshaped, diminished and controlled by digital labor platforms. We focus on online freelance workers and contribute to contemporary conceptualizations regarding worker's self-presentation. The empirical basis for our analysis and theorizing build from two rounds of a longitudinal panel study of online freelance workers and their interactions with online labor platforms. Findings illuminate how online freelancer's identity presentation is constrained by the structuring of their profile, the ratings and client feedback, the algorithms used by the digital platform, and platform's terms of use. Data demonstrate that workers' profiles are focused on skills, reflecting the realities of competing for work in under-regulated labor markets. Study participants report the centrality of client and platform ratings of their work, and the need to manage client feedback and ratings as a core part of their online identity presentation. These findings suggest that, far from a subjective and personal story, a freelancer's identity on a digital labor platform is better understood as a standardized depiction of skills, ratings, and metrics controlled by platform algorithms. Coupled with use policies and evolving platform designs, this platform control creates what seems to be a form of indentured servitude. We further note online freelancers both recognize this control and resist their deconstructed identity.
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Red flags, sob stories, and scams: The contested meaning of governance on carework labor platforms
Labor platform scams are an opportunity to integrate scholarship about governance across social media and labor platforms. Labor platforms have borrowed governance mechanisms from social media to cultivate trust among users and remove problematic content. However, while these platforms may share governance strategies, labor platforms mediate employment relationships between workers and clients with different amounts of power. Based on a multistakeholder ethnography of carework labor platforms, online careworker forums, and interviews, this study describes scams on carework labor platforms. Labor platforms narrate workers into the role of technology consumers, constricting their own obligations to workers. Workers’ explanations of scams vary, with some contesting and others aligning with platform narratives. Some workers seek support in online forums, which remediate the harm of scams for some but also enroll workers in unpaid labor. These scams challenge the assumption of antagonism between the interests of workers and platform companies and highlight the consumerization of work.
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- Award ID(s):
- 2038507
- PAR ID:
- 10548078
- Publisher / Repository:
- SAGE Publications
- Date Published:
- Journal Name:
- New Media & Society
- Volume:
- 24
- Issue:
- 7
- ISSN:
- 1461-4448
- Format(s):
- Medium: X Size: p. 1548-1566
- Size(s):
- p. 1548-1566
- Sponsoring Org:
- National Science Foundation
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