Agency and servitude in platform labour: a feminist analysis of blended cultures

Digital labour platforms have become important sites of negotiation between expressions of micro-entrepreneurship, worker freedom and dignity of work. In the Global South, these negotiations are overlaid on an already fraught relationship mediated by the dynamics of caste and culture, to the usual politics of difference. Urban Company (UC), an app-based, on-demand platform in India that connects service providers offering home-based services to potential customers, lists professionalised services that have hitherto been considered part of a ‘culture of servitude’, performed by historically marginalised groups afforded little dignity of labour. Such platforms offer the possibility of disrupting the entrenched ‘master-servant’ relationship that exists in many traditional cultures in the Global South by their ostensibly professional approach. While service providers now have the opportunity for self-employment and gain ‘respectability’ by being associated with the platform, UC claims to have leveraged AI to automate discipline in everything the providers do. Using interviews with UC women service providers involved in beauty work and software development engineers, this paper explores the agency afforded to service partners in both professional and personal spheres. Further, we propose the term blended cultures to think about the ways in which algorithms and human cultures mutually (re)make each other.