The role of consumption in the platform economy: the hidden link
DOI:
https://doi.org/10.22325/fes/res.2021.69Keywords:
platforms, gig economy, consumption, internet, algorithmAbstract
The platform economy or gig economy not only represents a real market revolution. It is also generating a highly controversial impact on employment conditions in many economic sectors, with the proliferation of new precarious jobs. However, we cannot understand this metamorphosis of work by only paying attention to the organization of production and management strategies: we must explore other aspects. One of them, critical but generally overlooked, is that of consumption. There is no gig economy without the emergence of very specific forms of consumption and lifestyles, linked to digitization and the widespread use of algorithms as a new market segmentation strategy. In this contribution, our aim is to reflect upon the role that consumption plays in building this platform economy model, discussing its implications as well as showing the often hidden link between the realms of consumption and work.
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