Abstract

As digital technologies transform labour, gig workers are using social media such as Reddit and Twitter to share their experiences and promotes for better working conditions. This conference paper analyses investigates how these platforms are utilised to increase awareness, foster unity, and drive social change. This study uses a qualitative content analysis of Reddit threads and Twitter posts generated by gig workers in industries such as ride-sharing and food delivery to identify significant themes in worker narratives, such as algorithmic control, pay conflicts, and safety concerns. The analysis also examines how hashtags and collective storytelling function as forms of resistance and grassroots activism. Reddit and X develop as digital labour forums where marginalised voices can challenge dominant narratives and build collective power. These online connections promote a feeling of shared identity and visibility, filling the space left by traditional unions in the gig economy. This study contributes to broader discussions about digital labour, online activism, and the transformational power of networked communication in creating modern labour relations.

Introduction

The rise of the gig economy has altered the global labor market, providing workers with a range of job opportunities and flexibility but increasing job insecurity. However, this change has increased job insecurity because gig workers, including delivery and ridesharing drivers, usually lack access to traditional labor protections such as health benefits, minimum wages, and collective bargaining rights. As a result, gig workers commonly experience unpredictable earnings, financial insecurity, and power imbalances with platform companies. In response, social media platforms such as Twitter and Reddit have developed as an important space for these workers to express their concerns, advocate for policy reforms, push for better working conditions, and address the justices they face. Furthermore, social media has been shown to be an effective method for rapid mobilization during significant events such as strikes or protests. It allows gig workers to share real-time updates and demonstrate the solidarity of workers suffering the same injustice. Moreover, digital platforms also improve workers’ careers and well-being by offering opportunities to establish credibility, online presence, and networking possibilities. Also, it is able to create chances for workers to gain public support during the pandemic. This paper examines how gig workers utilise social media platforms such as Reddit and Twitter to promote awareness of better working conditions and challenge platform-based exploitation. It emphasizes the background of gig workers, the role of Reddit and X in supporting gig workers advocacy, and how social media platforms enhance gig workers careers.

BACKGROUND OF GIG WORKERS

According to Alauddin et al. (2025), gig workers are often referred to as independent contractors or self-employed individuals. In contrast to traditional workers, they are excluded from benefits and privileges and are naturally vulnerable to disadvantage working conditions, an unstable income, and uncertain protection from the society. Gig workers use digital platforms while engaging in other types of work to find new job opportunities which helps avoid traditional recruitment companies that impose fees. Furthermore, these individuals may also face additional health and safety issues. Katiyatiya and Lubisi (2024) argue that “gig workers often lack access to essential benefits and protections such as healthcare, retirement plans, unemployment insurance, and workers’ compensation” (p. 66). In particular, rideshare workers and delivery drivers often lack insurance, so when individuals encounter dangerous situations such as accidents or attacks, they are often left unprotected and disadvantaged in the situation or damaged while working. Studies show that gig workers’ incomes are highly volatile, varying depending on market demand, workforce competition, and platform-driven algorithmic controls. Workers are exploited by algorithmic management that imposes unpredictable wages and confusing job assignments that limit their rights and limit transparency. Moreover, workers are frequently vulnerable to unexpected changes in platform policies or compensation structure, making it impossible to prepare for long-term financial stability. According to Rosenblat & Stark (2016), “When active Uber drivers receive a ride request through the system, they have about 15 seconds to accept it or reject it” (p. 3762). Accepting a request exposes drivers to the chance that the fare may not be financially profitable; yet, they are not provided with information regarding the destination or cost before making their decision (Rosenblat & Stark, 2016). Additionally, customers rating plays an significant role in deciding gig workers’ income. Negative ratings can result in financial losses and emotional pain (Rosenblat & Stark, 2016). The situation emphasizes the precariousness of gig workers, as mandatory algorithms can impact on workers’ incomes, as the fares are not aligned with the hours individuals work and the cost required to do so. For gig workers, ratings from consumers are a matter of pressure and an indispensable part of their work. Customer reviews also affect their income because consumers value the positive experiences that workers bring. Therefore, negative reviews will also bring them many mental problems. Maffie (2020) found that online social media is a space for Uber and Lyft drivers to exchange information on working conditions in the gig economy. Online platforms are seen as strong support for gig workers to advocate for their rights, as well as to understand and consider Twitter and Reddit as places that help those individuals organize and develop their work.

THE ROLE OF REDDIT AND TWITTER

Social media platforms such as Twitter and Reddit have become vital spaces for gig workers to participate in community development, activism, and resistance to abusive working circumstances. According to Maffie (2020), gig workers use digital platforms as a “virtual watercooler” where they can exchange information and plan action that challenges corporate policies. Gigi workers might discover a way to overcome their social isolation through Reddit groups, which are known for expanding their members’ access to resources and offering social support. In particular, gig workers are increasingly ustilising Reddit in particular as a key platform for preventing social isolation. Since gig labour does not involve the same social connections as typical occupations, it can be inherently isolating; nonetheless, online networks provide a sense of support and belonging. Gig work- focused Reddit forums (commonly called subreddits), including r/uberdrivers and r/doordash_drivers, offer useful tools like advice on how to engage with customers, earnings data, and profit-maximising statistics. These communities also give gig workers a forum for expressing problems and getting emotional support, which helps them deal with the unstable nature of gig work. These social media groups are high visibility, and persistent presence serves as an ideal for maintaining loosely connected communities (Yao et al., 2021). Additionally, Twitter has been essential in mobilizing both consumers and gig workers against unfair labor practices. One noticeable example is the #deleteUber campaign, which began in 2017 as Uber came under criticism for operating during a taxi strike against Trump’s travel restriction by increasing the price to attract more rides during the protest (Cresci, 2017). This movement has prevented exploitation and destruction of workers’ rights and exemplifies how online activism can reveal unethical company practices and contest corporate policies. Even though it may not have directly resulted in changes to regulation, it showed the growing ability of gig workers and consumers to stand together against exploitative practices. In addition to advocating against exploitation, gig workers also use digital platforms such as Twitter or Reddit to promote fair pay, improved working conditions, and corporate responsibility. The ‘Right for Riders’ campaigns by Victorians Trades Hall Council (VTHC)’s Young Workers Centre (YWC) promotes improved safety, pay, working conditions, and job security for gig workers especially food delivery workers, through collective action. YWC gives information about injury compensation, legal rights, and payment issues (Forsyth, 2020). From that, all the workers and people who support this campaign, using the hashtag #Rights4Riders on platform such as Twitter serve as tools for advocacy, enabling for them to discuss and gain public attention. In addition to advocating against exploitation, gig workers can use digital platforms such as Twitter or Reddit to promote fair pay, improved working conditions, and corporate responsibility. These online platforms give workers a stronger voice, support grassroots activity, and help workers advocate for improved working conditions in an increasingly unstable labor market.

HOW SOCIAL MEDIA PLATFORMS ENHANCE GIG WORKERS’ CAREER

Digital platforms are essential resources that can help workers improve their understanding of financial issues, job security, and general well-being. One of the most significant advantages is that social media improves professional visibility and career growth. For example, gig workers extend platform reputation systems beyond their original purpose by including personal websites and social media in their Upwork profiles. Some gig workers promote their Upwork ratings by posting screenshots of five-star reviews to Twitter. This helps them attract non-Upwork clients who find them across social media, allowing them to create a reputation outside of the Upwork platform (Jarrahi et al., 2019). This strategy exemplifies how workers may apply off-platform resources, using Twitter in combination with their on- platform reputation to increase professional visibility. Social media additionally serves as a significant tool for reputation management. Gig workers will sometimes receive negative feedback reviews. Not a few of these workers have proactively managed their public image by being active on social platforms, sharing their own stories, and interacting positively on social media. By promoting dependability and positive feedback from clients, they create a more balanced and helpful internet profile that may compensate for occasional negative evaluations. The COVID-19 pandemic further illustrates how social media might increase gig workers’ awareness and advocate for their rights. Due to emergency directives and increased public awareness of gig drivers, worker-related activities on Twitter improved and attracted more positive attention. As demand shifted from ride-hailing to delivery services, debates focused on safety issues and advocated for increased support for gig workers. Also, Twitter serves as a main platform to get enhanced safety information, demonstrating the importance of social media in disseminating information during crises (Agrawal et al., 2021). The information posted on social platforms in general and Twitter in particular has attracted a lot of attention from readers, especially supporters. These individuals have built a community where people can encourage and discuss together on social platforms to contribute to overcoming the crisis. This shift demonstrates how social media platforms may not only assist gig workers in advancing their careers but also function as advocacy tools during times of crisis

Conclusion

In conclusion, this essay has examined the influence of social media platforms, especially Reddit and Twitter in the context of the gig economy. The essay explored how gig workers have used social platforms to help them get a better working environment and enhance their careers. It focused on the socio-economic issues faced by gig workers, highlighting the power imbalance between platform companies and workers. It also demonstrates how social media helps gig workers increase their exposure and challenges the exploitation of the platforms they work with. Twitter and Reddit have become conduits for digital activism, connecting advocates and workers into networks to support common response strategies. Furthermore, the use of hashtags on Twitter and campaigns has helped workers gain public support and expose exploitative behavior. The COVID-19 pandemic underscored the essential of Twitter as an information hub, gig workers used digital platform to provide safety updates and push for improved support from supporters during the crisis. By examining these aspects, the essay proved that social media platforms not only serve as sites for platform resistance but also allow professional networking and visibility. As the gig economy continues to grow, the roles of Reddit and Twitter in promoting gig workers’ rights and advancement in their careers still continue to grow and will likely become significant.

References

Agrawal, S., Schuster, A. M., Britt, N., Liberman, J., & Cotten, S. R. (2021). Expendable to essential? Changing perceptions of gig workers on Twitter in the onset of COVID-19. Information Communication & Society, 25(5), 634–653. https://doi.org/10.1080/1369118x.2021.2020323

Alauddin, F. D. A., Aman, A., Ghazali, M. F., & Daud, S. (n.d.). The influence of digital platforms on gig workers: A systematic literature review. Heliyon, 11(1), 2–14. https://doi.org/10.1016/j.heliyon.2024.e41491

Cresci, E. (2017, January 30). #DeleteUber: how social media turned on Uber. The Guardian. https://www.theguardian.com/technology/2017/jan/30/deleteuber-how-social-media-turned-on-uber

Forsyth, A. (2020). Playing Catch-Up but Falling Short: Regulating Work in the Gig Economy in Australia. King’s Law Journal, 31(2), 287–300. https://doi.org/10.1080/09615768.2020.1789433

Jarrahi, M. H., Sutherland, W., Nelson, S. B., & Sawyer, S. (2019). Platformic Management, Boundary Resources for Gig Work, and Worker Autonomy. Computer Supported Cooperative Work (CSCW), 29, 153–189. https://doi.org/10.1007/s10606-019-09368-7

Katiyatiya, L. M., & Lubisi, N. (2024). The current social protection discourse, gig economy within the advent of COVID-19: some emerging legal arguments. Labor History, 66(1), 64–76. https://doi.org/10.1080/0023656x.2024.2340610

Maffie, M. D. (2020). The Role of Digital Communities in Organizing Gig Workers. Industrial Relations a Journal of Economy and Society, 59(1), 123–149. https://doi.org/10.1111/irel.12251

Rosenblat, A., & Stark, L. (2015). Algorithmic Labor and Information Asymmetries: A Case Study of Uber’s Drivers. International Journal of Communication, 3758–3784. https://doi.org/10.2139/ssrn.2686227

Yao, Z., Weden, S., Emerlyn, L., Zhu, H., & Kraut, R. E. (2021). Together But Alone: Atomization and Peer Support among Gig Workers. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), 1–29. https://doi.org/10.1145/3479535