Online platforms not only serve to exchange information and goods but increasingly also service work provided by the self‐employed. The emergence of crowdsourcing of paid work has created a global market for online labour where services can be fully acquired and provided irrespective of location via platforms such as upwork.com or freelancer.com. Drawing on a content analysis of the websites of 44 globally operating platforms, this study has investigated the discursive construction of this new type of labour market. The findings show that platforms address the online workforce in different ways, for instance, as workers or freelancers. Contrary to their blanket characterisation as an anonymous crowd in previous academic debate, in most cases, online workers are forced to present themselves as talented experts to distinguish themselves from the mass of competitors. The control over online labour that these platforms exercise challenges existing conceptions of professionalism and self‐employment.
New Technology, Work and Employment – Wiley
Published: Jan 1, 2018
Keywords: ; ; ; ; ; ;
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
All the latest content is available, no embargo periods.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud