In this chapter we look at the consequences of the generalization of personal branding logics beyond the traditional domain of white-collar work. In particular, we argue that emergent forms of low-skilled platform labour, such as ride-sharing or delivery, entail a fair amount of personal branding. This consists into forms of invisible labour that workers are required to perform as a result of the metrification of the work performance that platforms put in place, these being ‘points of production’ within which personal reputations play a relevant role for purposes of monitoring and control
Pais, I., Gandini, A., Reputation and Personal Branding in the Platform Economy, in Stephanie Taylor, S. L., Pathways into Creative Working Lives, Palgrave Macmillan, Cham 2020: 231-248. 10.1007/978-3-030-38246-9_13 [https://hdl.handle.net/10807/161185]
Reputation and Personal Branding in the Platform Economy
Pais, Ivana;
2020
Abstract
In this chapter we look at the consequences of the generalization of personal branding logics beyond the traditional domain of white-collar work. In particular, we argue that emergent forms of low-skilled platform labour, such as ride-sharing or delivery, entail a fair amount of personal branding. This consists into forms of invisible labour that workers are required to perform as a result of the metrification of the work performance that platforms put in place, these being ‘points of production’ within which personal reputations play a relevant role for purposes of monitoring and control
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