Thesis Format
Monograph
Degree
Doctor of Philosophy
Program
Sociology
Supervisor
Adams, Tracey L.
Abstract
People can earn income using digital platforms in many ways. Some earn income by sharing their homes on Airbnb. Others engage in ridesharing services using Uber, or become delivery couriers for DoorDash and Amazon Flex. Some even monetize their time spent online by completing paid surveys or transcribing audio/video clips. But is working in the growing platform economy just a side hustle to earn extra money? Or does it indicate a more permanent trajectory of work that is not standardized, salaried, and fulltime? Given that one-in-five Canadians work in the platform economy, it is necessary to uncover why people pursue platform work over conventional employment (and vice versa). Even more, because this sector is not entirely governed by current regulations, platform workers comprise a vulnerable group. Thus, unearthing the potential impacts, benefits, challenges, and consequences for working in the platform economy is important.
This dissertation investigated individuals’ motivations for pursuing platform work and how participants rationalized their experiences of work within prosumer capitalism. This exploratory and interpretivist research is informed by the lived experiences of 71 participants performing 23 types of platform work to offer a more holistic view of this sector. The results were analyzed using social action theory and conspicuous prosumption.
The participants discussed a range of motivations, challenges, working patterns, and perspectives on platform work. This study argues that participants are rational social actors who make decisions to work shaped by conspicuous prosumption: the spectacle of excess spending and gratuitous working. Their decisions to pursue platform work are guided by their goals for consumption and meaningful production. More legal protections are needed to protect vulnerable platform workers who experience wage theft and dangerous working conditions. Moreover, participants work more hours than the average Canadian by taking on multiple jobs. Most take on added work as a personal choice but some are forced to do so out of financial necessity. Some reported a pessimistic outlook regarding the future of work in Canada. While participants enjoyed the autonomy, flexibility, and benefits of multiple jobholding in the context of the platform economy; they valued stable, fulltime, and salaried conventional employment.
Summary for Lay Audience
People can earn income using digital platforms in many ways. Some earn income by sharing their homes on Airbnb. Others engage in ridesharing services using Uber, or become delivery couriers for DoorDash and Amazon Flex. Some even monetize their time spent online by completing paid surveys or transcribing audio/video clips. But is working in the growing platform economy just a side hustle to earn extra money? Or does it indicate a more permanent trajectory of work that is not standardized, salaried, and fulltime? Given that one-in-five Canadians work in the platform economy, it is necessary to uncover why people pursue platform work over conventional employment (and vice versa). Even more, because this sector is not entirely governed by current regulations, platform workers comprise a vulnerable group. Thus, unearthing the potential impacts, benefits, challenges, and consequences for working in the platform economy is important.
This dissertation investigated individuals’ motivations for pursuing platform work and how participants rationalized their experiences of work within prosumer capitalism. This research draws on the experiences of 71 participants performing 23 types of platform work to offer a holistic view of this sector. The results were analyzed using social action theory and conspicuous prosumption.
The participants discussed a range of motivations, challenges, working patterns, and perspectives on platform work. This study argues that participants are rational social actors who make decisions to work shaped by conspicuous prosumption: desires to work more, to spend more. Their decisions to pursue platform work are shaped by the need to be a good worker and good consumer. However, more legal protections are needed to protect vulnerable workers who experience wage theft and dangerous working conditions. Moreover, participants work more hours than the average Canadian by holding multiple jobs. Most take on added work as a personal choice but some are forced to do so out of financial necessity. Their satisfaction with platform work offers a pessimistic outlook regarding the future of work in Canada. While participants enjoyed the autonomy, flexibility, and benefits of multiple jobholding in the context of the platform economy; they valued stable, fulltime, and salaried conventional employment.
Recommended Citation
Hoang, Lyn N., "Prosumer Capitalism: The Meanings and Motivations for Working in the Platform Economy" (2022). Electronic Thesis and Dissertation Repository. 8961.
https://ir.lib.uwo.ca/etd/8961