Anthropotropism: Searching for Recognition in the Scandinavian Gig Economy
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By curtailing workplace socialisation, platform-mediated gig work hinders the development of affective relationships necessary for the experience of recognition. However, extant research into recognition at work has typically only focused on face-to-face interactions, overlooking technologically complex forms of work where recognition might be sought from and via technical intermediaries. Advancing sociological research into the lived experience of contemporary gig workers, this article draws on 41 interviews with Foodora riders in Norway and Sweden to explore how gig workers solicit and experience recognition at work. I identify a process of anthropotropism, whereby gig workers turn to human connections where possible in an attempt to pursue traditional social scripts of collegiality and to gain recognition from legitimate human sources. Further, I identify how platform-mediated communication does not prohibit recognition, but intermittent automation and neoliberal modes of instrumentalising recognition can disrupt the development of individual subjectivities and lead to feelings of mechanistic dehumanisation.
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Platforms provide performance metrics for riders, for example, average speed, number of deliveries, and average waiting time.
“Platforms provide performance metrics for riders, for example, average speed, number of deliveries, and average waiting time (Newlands, 2022).”
From Socio‐technical issues in the platform‐mediated gig economy: A systematic literature review: An Annual Review of Information Science and Technology (ARIST) paper (2024) · cites this paper as Newlands, 2022
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Eyong, J. E., Muskwe, N., Mumbi, H., & Amaugo, A. N. (2025) · International Journal of Cross Cultural Management · doi:10.1177/14705958251319664 · Cited by 1 · see citing works
Arendt in the Platformised World: Labour, Work and Action on Digital Platforms
Charlton‐Czaplicki, T. (2023) · doi:10.22439/phd.24.2023
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Graduated suspension: Ethnic minority gig work in China’s platform economy
Yishake, G., & Wang, J. (2025) · Journal of Urban Affairs · doi:10.1080/07352166.2025.2557927
Relational Gig Work: Experiences of Workers With Disabilities
Kulkarni, M. (2025) · Emerald Group Publishing Limited eBooks · doi:10.1108/978-1-83708-960-420251006
Exploring the practice of coping among non-EU migrant care workers in the UK
Eyong, J. E., Torbor, M., & Sarpong, D. (2026) · Economic and Industrial Democracy · doi:10.1177/0143831x261423493
Human Dignity, Recognition, and Autonomy in Contemporary Work Systems
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- Authors
- Newlands, G.
- Affiliations
- BI Norwegian Business School (NO)
- Corresponding author
- Newlands, Gemma
- ORCID
- Newlands, Gemma
- Venue
- Sociology
- Publisher
- SAGE Publications
- Published
- 2022-01-27
- Volume
- 56
- Issue
- 5
- Pages
- 821-838
- ISSN
- 0038-0385 (ISSN-L)
- 1469-8684
- OpenAlex
- W4210413244
- Cited by
- 39
- References
- 88
- Citations by year
- 2026: 3 · 2025: 16 · 2024: 13 · 2023: 2 · 2022: 5
- FWCI
- 12.95
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Locations
- Sociology (publishedVersion, cc-by)
- NORA - Norwegian Open Research Archives (submittedVersion, cc-by)
- Funders
- Norges Forskningsråd (275347)
- Topics
- Social Sciences › Sociology and Political Science › Digital Economy and Work Transformation
- Social Sciences › Business, Management and Accounting › Industrial relations › Legal and Labor Studies
- Social Sciences › Safety Research › Employment, Labor, and Gender Studies
- Keywords
- gig economy, employee recognition, platform work, collegiality, automation, neoliberalism, dehumanization, subjectivity, affective bonds
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