Crowdworkers, social affirmation and work identity : Rethinking dominant assumptions of crowdwork. / Idowu, Ayomikun; Elbanna, Amany.

In: Information and Organization, 12.2021.

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Crowdworkers, social affirmation and work identity : Rethinking dominant assumptions of crowdwork. / Idowu, Ayomikun; Elbanna, Amany.

In: Information and Organization, 12.2021.

Research output: Contribution to journalArticlepeer-review

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@article{1db0b9975ee24fdc89c753fddbddf6d1,
title = "Crowdworkers, social affirmation and work identity: Rethinking dominant assumptions of crowdwork",
abstract = "Crowdwork is becoming increasingly popular as shown by its rapid growth. It is a new way of working that is conducted through global digital platforms where money is exchanged for services provided online. As it is digitally grounded, it has been assumed to be context-free, uniform and consisting of a simple exchange of tasks/labour from a global workforce for direct monetary pay. In this study, we examine these, largely Western, assumptions from crowdworkers{\textquoteright} perspective and turn to a non-Western context to destabilise them. We adopt an inductive research approach using multiple sources of qualitative data including interviews, participant observations, docu- ments review, observation of social media chat rooms and online forums. The study reveals that as they lack organisational, occupational and professional context and referent, crowdworkers rely on social affirmation in the construction of their work identity. They construct a work identity of who they are that cuts across the boundaries between themselves, the digital work they do and their social environment. This constructed work identity then frames how they do crowdwork and their relationships with digital platforms and employers. This study advances theories about crowdwork by showing that it is not context free, neither it is a simple exchange of labour. Further, it shows that the construction of a crowdwork identity in context plays a sig- nificant role in shaping the way this digitally-grounded work is conducted and managed.",
keywords = "Crowdwork, Gig economy, Crowdsourcing, Work identity, new ways of working, Digital Labour, Digital platforms, Nigeria, Africa, Decolonisation",
author = "Ayomikun Idowu and Amany Elbanna",
year = "2021",
month = dec,
doi = "10.1016/j.infoandorg.2021.100335",
language = "English",
journal = "Information and Organization",
issn = "1471-7727",
publisher = "Elsevier Limited",

}

RIS

TY - JOUR

T1 - Crowdworkers, social affirmation and work identity

T2 - Rethinking dominant assumptions of crowdwork

AU - Idowu, Ayomikun

AU - Elbanna, Amany

PY - 2021/12

Y1 - 2021/12

N2 - Crowdwork is becoming increasingly popular as shown by its rapid growth. It is a new way of working that is conducted through global digital platforms where money is exchanged for services provided online. As it is digitally grounded, it has been assumed to be context-free, uniform and consisting of a simple exchange of tasks/labour from a global workforce for direct monetary pay. In this study, we examine these, largely Western, assumptions from crowdworkers’ perspective and turn to a non-Western context to destabilise them. We adopt an inductive research approach using multiple sources of qualitative data including interviews, participant observations, docu- ments review, observation of social media chat rooms and online forums. The study reveals that as they lack organisational, occupational and professional context and referent, crowdworkers rely on social affirmation in the construction of their work identity. They construct a work identity of who they are that cuts across the boundaries between themselves, the digital work they do and their social environment. This constructed work identity then frames how they do crowdwork and their relationships with digital platforms and employers. This study advances theories about crowdwork by showing that it is not context free, neither it is a simple exchange of labour. Further, it shows that the construction of a crowdwork identity in context plays a sig- nificant role in shaping the way this digitally-grounded work is conducted and managed.

AB - Crowdwork is becoming increasingly popular as shown by its rapid growth. It is a new way of working that is conducted through global digital platforms where money is exchanged for services provided online. As it is digitally grounded, it has been assumed to be context-free, uniform and consisting of a simple exchange of tasks/labour from a global workforce for direct monetary pay. In this study, we examine these, largely Western, assumptions from crowdworkers’ perspective and turn to a non-Western context to destabilise them. We adopt an inductive research approach using multiple sources of qualitative data including interviews, participant observations, docu- ments review, observation of social media chat rooms and online forums. The study reveals that as they lack organisational, occupational and professional context and referent, crowdworkers rely on social affirmation in the construction of their work identity. They construct a work identity of who they are that cuts across the boundaries between themselves, the digital work they do and their social environment. This constructed work identity then frames how they do crowdwork and their relationships with digital platforms and employers. This study advances theories about crowdwork by showing that it is not context free, neither it is a simple exchange of labour. Further, it shows that the construction of a crowdwork identity in context plays a sig- nificant role in shaping the way this digitally-grounded work is conducted and managed.

KW - Crowdwork

KW - Gig economy

KW - Crowdsourcing

KW - Work identity

KW - new ways of working

KW - Digital Labour

KW - Digital platforms

KW - Nigeria

KW - Africa

KW - Decolonisation

UR - https://reader.elsevier.com/reader/sd/pii/S1471772721000014?token=1429F7951792602040821A0B1780D1DE23B3FEB907720C7F18B4D2DC06485AAF3A495ED59C70BB56F6C27F62E4478EC9&originRegion=eu-west-1&originCreation=20211008100202

U2 - 10.1016/j.infoandorg.2021.100335

DO - 10.1016/j.infoandorg.2021.100335

M3 - Article

JO - Information and Organization

JF - Information and Organization

SN - 1471-7727

M1 - 100335

ER -