Together But Alone: Atomization and Peer Support among Gig Workers

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The individualistic nature of gig work allows workers to have high levels of flexibility, but it also leads to atomization, leaving them isolated from peer workers. In this paper, we employed a qualitative approach to understand how online social media groups provide informational and emotional support to physical gig workers during the COVID-19 pandemic. We found that social media groups alleviate the atomization effect, as workers use these groups to obtain experiential knowledge from their peers, build connections, and organize collective action. However, we noted a reluctance among workers to share strategic information where there was a perceived risk of being competitively disadvantaged. In addition, we found that the diversity among gig workers has also led to limited empathy for one another, which further impedes the provision of emotional support. While social media groups could potentially become places where workers organize collective efforts, several factors, including the uncertainty of other workers' activities and the understanding of the independent contractor status, have diminished the effectiveness of efforts at collective action.