Shaming, Striving and Partying: Normative Control in Platform Work

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Platform work is becoming a prevalent type of work in modern labour markets. Initial studies reveal that platforms produce desired behaviour, despite a lack of direct control. This suggests normative control, through the internalization and acting in accordance with organizational norms. This work-in-progress, an on-going study of platform resellers, contributes an initial understanding of normative control in such platform work. The findings, shown through vignettes, illustrate distinct types of normative control observed in platform reselling; shaming, a type of concertive control; striving, a form of identity regulation and partying, or normative control by distraction. These findings highlight how normative control in platform work leverages the materiality of digital media, introducing new visibilities, and engages instant feedback structures, increasingly blurring the distinction between control and non-control, underscoring the role digital media play in the production of normative control.
Original languageEnglish
Title of host publicationProceedings of the 40th International Conference on Information Systems (ICIS)
EditorsHelmut Krcmar, Jane Fedorowicz, Wai Fong Boh, Jan Marco Leimeister, Sunil Wattal
Number of pages9
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2019
Article number2074
ISBN (Electronic)9780996683197
Publication statusPublished - 2019
Event40th International Conference on Information Systems, ICIS 2019: Information Systems - The Heart of Innovation Ecosystems - International Congress Center Munich (ICM), Munich, Germany
Duration: 15 Dec 201918 Dec 2019
Conference number: 40


Conference40th International Conference on Information Systems, ICIS 2019
LocationInternational Congress Center Munich (ICM)
Internet address
SeriesProceedings of the International Conference on Information Systems


  • Platform work
  • Digital work
  • Normative control
  • Gig work
  • Organizational control

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