Digital Technologies and the Gig Economy

Assignment Brief

This module has its own specific learning outcomes and also contributes to the programme learning outcomes.

Module Learning Outcomes

On successful completion of this module you will be able to:

1. To address the subjective experience of work, employment and unemployment under the conditions of global capitalism; cultures of work; emotional and affective labour; transformations in the character of the labour market as well as exploring cases studies on particular occupations, professions and types of labour.

2. To provide knowledge and critical understanding of contemporary changes in work, management and organization with reference to changes in technology, society and the economy.

3. Develop an appreciation of the ways in which new forms of labour and organization both shape subjectivity and are shaped by it in return.

Programme Learning Outcomes

On successful completion of this module you will have worked towards the following programme outcomes:

1. Demonstrate relevant knowledge and understanding of broader societal and cultural trends, contemporary issues related to work and their impact on the business environment Application of domains of knowledge and understanding to the ‘real world’ and practice.

2. Make effective use of critical thinking, for example, in critically evaluating contemporary issues related to the management of organisations and work.

3. Make effective use of the principles, processes and evaluation of research and various data sources.

4. Make effective use of models of business problems and case studies.

5. Reflexively question assumptions which are taken for granted and critical thinking development.

Work effectively autonomously, including setting own direction, evaluating own progress, managing time and working to deadlines.

Formative Assessment Task

Assessment tasks/questions:

Provide a detailed essay plan for your chosen question with a selected bibliography.

Guidance on answering formative assessment questions:

Why plan?

• Planning your essay makes it much more likely that you will end up with a coherent argument.

• It enables you to work out a logical structure and an end point for your argument before you start writing.

• It means you don`t have to do this type of complex thinking at the same time as trying to find the right words to express your ideas.

• It helps you to commit yourself to sticking to the point

You need to work out what to include, and what can be left out. It is impossible to cover everything in an essay, and your markers will be looking for evidence of your ability to choose material and put it in order. Brainstorm all your ideas, and then arrange them in three or four groups. Not everything will fit so be prepared to discard some points (you can mention them briefly in your introduction).

Structure of your plan:

Outline what you are going to include in each section:

• Introduction: Address the question, show why it`s interesting and how you will answer it.

• Main Body: Build your argument. Put your groups of ideas in a sequence to make a persuasive argument. One main point in each paragraph.

• Conclusion: Summaries your arguments and evidence, and show how they answer the original question.

• Bibliography: Provide at least 5 to 10 references (potential books and articles)

NOTE: The formative assignment does not count towards your final grade- nevertheless it is highly recommended for all students to submit their formative task. The primary purpose of formative task halfway through your module is to stimulate and focus your thinking regarding the assessment task(s) in the above table. This also allows you to receive feedback from your tutor regarding your focus on the assignment to ensure that you are on the right track. It also acts as a warning that assignments will need to be submitted soon. It takes more than a single draft of an assignment to get good marks. This is the first step in the planning your assignment.

Sample Answer

Transforming the Experience and Organisation of Work

Introduction

The rapid rise of digital technologies has dramatically altered how people work, communicate, and experience employment in the twenty-first century. Work that was once stable, structured, and long term has become increasingly flexible, fragmented, and managed through digital platforms. Companies such as Uber, Deliveroo, and Fiverr symbolise this new world of employment, where algorithms replace managers, and workers act as independent contractors instead of traditional employees. This change marks the emergence of the gig economy, a system that relies on short-term contracts and digital mediation rather than formal labour relations.

This essay argues that digital technologies have transformed both the experience and organisation of work by promoting flexibility and independence while simultaneously creating insecurity, emotional pressure, and exploitation. It will critically discuss how the gig economy reshapes the meaning of work, using theories of Marx, Hochschild, and Foucault to explore the economic, emotional, and disciplinary dimensions of digital labour. The discussion will show that while technology enables new forms of opportunity, it also deepens inequalities and reinforces existing capitalist control.

Digital Transformation and the Restructuring of Work

The introduction of digital technologies has fundamentally reshaped how work is organised and controlled. Traditional organisational hierarchies have been replaced by decentralised, platform-based structures where work is distributed through mobile applications and online systems. These technologies enable employers to reach global labour markets instantly, allowing businesses to outsource work to freelancers around the world. As Harvey (1990) explains through his theory of post-Fordism, economic production has shifted from stable industrial employment to flexible, fragmented, and technology-driven systems.

Platforms such as Upwork and Uber use algorithmic management to assign tasks, monitor performance, and evaluate efficiency. Instead of direct human supervision, algorithms collect data on worker activity and customer feedback to maintain control. This creates what Kellogg, Valentine, and Christin (2020) call a “new contested terrain of control,” where autonomy is limited by the invisible authority of digital systems. In this way, technology enhances flexibility for workers but also strengthens managerial control, producing a paradox between freedom and surveillance.

The digital transformation of work also challenges traditional understandings of employment. Many platform workers are legally classified as independent contractors, meaning they are excluded from social protection, minimum wage laws, and collective bargaining rights. De Stefano (2016) calls this a “just-in-time workforce,” where workers are treated as replaceable components in a flexible labour market. The gig economy, therefore, represents not only a technological innovation but also a political and economic shift in the nature of employment.

The Gig Economy: Between Flexibility and Precarity

Supporters of the gig economy often describe it as a system that provides autonomy and choice. Workers can decide when and where to work, avoid fixed schedules, and combine multiple income sources. However, this apparent freedom often hides deep insecurity and instability. Standing (2011) describes this class of insecure workers as the “precariat,” defined by short-term contracts, unpredictable pay, and lack of job identity.

Empirical evidence from the UK shows that gig workers, particularly in ride-hailing and food delivery services, face unpredictable earnings, unpaid waiting time, and intense pressure to meet performance targets. Research by Wood et al. (2019) reveals that algorithms use rating systems to motivate workers through reward and punishment mechanisms. This type of digital control not only affects income but also psychological well-being, as workers must constantly compete for tasks and maintain high customer ratings.

While some gig workers appreciate the flexibility that platforms provide, this freedom often comes at the cost of security and rights. The constant competition and uncertainty lead to what Huws (2014) calls the “cybertariat,” a digital working class that is simultaneously independent and exploited. The gig economy, therefore, produces a new form of labour exploitation that disguises itself as self-employment. It illustrates how neoliberal capitalism encourages individuals to view themselves as entrepreneurs while shifting the risks of employment entirely onto them.

Continued...