Sharing economy workers: selling, not sharing

The sharing or gig economy claims to bring the romance of entrepreneurialism to the masses. Through peer-to-peer technology, workers can monetise their homes, resources, time and skills to make additional money. What is marketed as an empowering business opportunity is laden with difficulties and contradictions. Sudden changes to platform design, service offerings and algorithms leave workers feeling vulnerable, not independent. Instead of embracing sharing economy rhetoric, most workers describe themselves as simply seeking money. This article sheds light on the diversity of the gig economy and questions sharing economy company claims that they are contributing to the growth of entrepreneurship.