Самопрезентация и успех на цифровых платформах на примере рабочих, занимающихся строительством и ремонтом

Социологический журнал. 2023. Т. 29. № 3. С. 70–92.

Strebkov D.

Digital platforms form a highly competitive online environment where workers have to compete actively for projects and clients, using not only their professional knowledge and skills, but also special soft skills of self-presentation and self-organization, in order to increase the chances of success. Our goal is to show how construction and repair workers present themselves on the platforms and how this self-presentation affects their success. Data were collected by web scraping on the Russian platform YouDo in 2023. The regression analysis results show that the focus of repairmen on professionalism and entrepreneurial self is positively associated with the number of jobs they completed. At the same time, we do not find evidence that platforms contribute to the erosion of the value of professionalism and its replacement with job proficiency, as H. Pongratz argues. People who focus on their proficiency do not get significant advantages compared to other workers.

Keywords: профессионализм, самопрезентация, самозанятость, professionalism, мастерство, self-presentation, assessment of proficiency, онлайн-платформы, self-employment, online platforms, гиг-экономика, gig economy, предприимчивость, Entrepreneurial self

Publication based on the results of: Platform labour: Autonomy and control in the context of algorithmic management (2023)