Document Type
Book Chapter
Publication Date
January 2021
Journal
Introduction to Women’s, Gender & Sexuality Studies: Interdisciplinary and Intersectional Approaches (2nd Edition)
Abstract
The “sharing economy” (exemplified by organizations like Uber and Airbnb) prides itself on enabling new forms of employment and entrepreneurship that challenge traditional models of livelihood creation. It distinguishes itself by “opening up” traditional sectors of service and employment in ways that enable everyone who wants to avail of a service or earn a living to do so on an equal footing. Accessibility, both for riders and drivers, is the unique selling proposition for companies like Uber, and a branding strategy frequently reinforced in its advertising campaigns. It claims to be the easiest way to get around because it offers rides for everyone at any time. Thus, Uber users can get a ride at the “tap of a button.” Likewise, drivers just need to “sign-up to drive” and to “be their own boss.” In this article, we review existing literature on Uber to analyze the extent to which these claims of equity in use and employment are true. Scholarly literature on Uber is rare and almost exclusively limited to understanding its business model and financial sustainability. By contrast, general media coverage of Uber has grown dramatically over the years so there is no shortage of journalistic coverage to draw upon. We reviewed both scholarly and popular articles about Uber to understand the “accessibility” it claims to offer riders and drivers.