Crowdwork as a new form of digital work is often associated with low income opportunities and insecure employment conditions. There is a large gap in research on the question of how crowdwork platforms ensure that they have access to a sufficiently large number of crowdworkers despite these sometimes precarious employment conditions. The working group deals with this very question. It examines how the platforms present themselves to (potential) crowdworkers, how they try to inspire them for themselves and the work they offer, and what they can offer the crowdworkers so that they become active on the platforms. The empirical treatment of the question is carried out by means of an online content analysis of the self-representation of corresponding platforms on the internet. The aim of the working group’s empirical research is to gain in-depth knowledge about crowdwork platforms and their strategies for attracting workers and thus close the existing research gap. To this end, different types or patterns of self-representation and search for online workers are to be worked out.
Main research topics
- Crowdwork
- digital work
- Clickwork
- Platform economy
- Online content analysis