Reputation and Personal Branding in the Platform Economy

Ivana Pais, Alessandro Gandini

Risultato della ricerca: Contributo in libroChapter


In this chapter we look at the consequences of the generalization of personal branding logics beyond the traditional domain of white-collar work. In particular, we argue that emergent forms of low-skilled platform labour, such as ride-sharing or delivery, entail a fair amount of personal branding. This consists into forms of invisible labour that workers are required to perform as a result of the metrification of the work performance that platforms put in place, these being ‘points of production’ within which personal reputations play a relevant role for purposes of monitoring and control
Lingua originaleEnglish
Titolo della pubblicazione ospitePathways into Creative Working Lives
Numero di pagine18
Stato di pubblicazionePubblicato - 2020


  • personal branding
  • platform economy
  • reputation


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