The objective of this study is to examine the in-app and out-of-app interaction among users of gig work apps. The Swedish platform economy seems to be mainly driven by technological development and a “hype” to make use of the latest tech, rather than demands and business models, which might hinder profitability (Hemberg, 2021). The rhetoric surrounding the gig platforms tends to focus on the algorithmic matching of work, taking for granted the lack of human involvement. While previously been addressed as a quest for recognition from the side of the workers (Newlands, 2022), this study explore the “out-of-app” communication as strategical acts from the worker as well as the platforms and their clients.  

Method

The paper is based in an ongoing study on platform-mediated work in Sweden, focusing on workers providing a variety of “non-wheel” based services via a range of digital platforms. It consists of 31 interviews with gig workers involved in works ranging from hospitality, reception work, marketing, garden maintenance and other basic service tasks and 5 (so far)  interviews with stakeholders (eg app developers and union representatives.)

Results

This study suggests that “out-of-app” communication between gig-workers, platform companies and the clients using the services the gig-worker provides, plays a major part in mediating the performance of work. On an abstract, general level, human agency has been obscured rather than replaced by digital interfaces. On a less abstract level, there is a lot of hands-on intervention and actions outside of the platforms in all directions.  Sometimes, the clients want to bypass the platforms all together and have the relation directly with the worker, either as a long-term arrangement (becoming their employer) or a short-term arrangement, a spot contract, adding on extra tasks and paying the worker directly. Other times the clients and platform companies converses before posting adds to make sure that the right workers are targeted, and also contacted by the platforms outside of the app to encourage them to take on the gig. Conversely, vague or lacking information regarding tasks and context prompt workers to contact and screen potential clients before deciding whether to take on the gig. Workers also go outside of the app for strategic reasons, building more personal relations with the key gatekeepers at the platform companies handing out the gigs, making sure that they are known and noticed so that future gigs come their way.  

Conclusions

While there are some base line expectations on what should be communicated on the platform– such as digital CVs , and general description of the task– the different actors step out of the platform in order to get ahead, suggesting that it is not all just algorithms in the gig economy. The possibility to do so differentiates this sector of the gig economy from others, arguing it is not a uniform phenomenon. The tendency to fetishize technology risks obscuring the social relations of paid work reflected in the interactions between the different actors in the somewhat mystified area of platform economy.