[Labor Economy] The Gamification Of Work

Exploring Connections to Historical Protests and Workplace Evolution

The emergence of gig work in the 2000s, catalyzed by the proliferation of internet and mobile communication technologies, represents a significant shift in the contemporary labor landscape. This evolution has engendered distinct differences from traditional employment models. Unlike conventional work structures with fixed hours, gig work is characterized by its flexible schedule, revolving around independent and contractual labor arrangements. Notably, gig workers are remunerated based on key performance indicators, such as completing specific tasks. Concurrently, the concept of gamification, which involves imbuing activities with game-like elements to enhance engagement, has gained prominence as a strategy to infuse tasks with increased interest and tackle challenges like organizational productivity and exercise performance. Graeme Kirkpatrick, a professor of Social and Cultural Theory, delves into the history and negative implications of gamification within the context of work. Drawing parallels from Kirkpatrick's insights and the realm of gig work, it becomes evident that gig work is profoundly influenced by gamification. Moreover, the inception and adoption of gig work echo patterns seen during the transformative protests of the 1960s.

At its core, the gamification of gig work becomes evident through practices employed by prominent players in the gig economy. For instance, Uber, a leading rideshare service, has harnessed video game techniques, visual aesthetics, and non-monetary rewards to motivate drivers to work more rigorously and for extended durations—even during less lucrative hours and locations. This exemplifies the employment of gamified tactics to optimize workforce engagement and productivity. It is not merely Uber's practices that reflect this trend; rather, these strategies mirror those of other gig work sectors. The prevalence of such methods across various gig work platforms underscores the alignment with Kirkpatrick's definition of gamification, wherein conventional activities are transformed into game-like experiences.

Delving deeper into historical context, Kirkpatrick's examination of the 1960s counter-culture protests against the rigidity of work norms presents intriguing parallels. The counter-culture of that era vehemently opposed the stifling conformity of established work paradigms, ultimately spurring a reconfiguration of workplace dynamics. Subsequent analysis reveals that the capitalist workplace underwent a deliberate overhaul in response to the demands of the "class of 68" encapsulating a shift towards a more engaging, even enjoyable work environment. Notably, the resulting "new spirit" of capitalism endorsed the allure of attractive, even entertaining workspaces, empowered by the autonomy of individual workers. Drawing from this historical context, a connection emerges between the transformations wrought by the 1960s protests and the paradigm shift instigated by the rise of gig work in the 2010s.

The symphony of historical echoes is further amplified by the resonance between the Occupy Wall Street movement of the late 2000s and the ensuing surge of gig work platforms. In the wake of the 2007 recession, protests against economic inequality proliferated, characterized by a profound desire for autonomy, collectivism, and a sense of empowerment. This sentiment found its embodiment in movements like Occupy Wall Street, where individuals sought to challenge hierarchies and emphasize the possibility of an alternative future. The subsequent decade witnessed the rise of gig work platforms like Uber and Lyft, centered around the ideals of flexibility and micro-entrepreneurship. In essence, this trajectory mirrors the evolution spurred by the counterculture movements of the 1960s, where protests catalyzed transformations towards a more accommodating, less hierarchical, and ultimately gamified work environment.

To conclude, the gamification of gig work stands as a significant phenomenon. Graeme Kirkpatrick's analysis of gamification, historical protest movements, and the emergence of gig work coalesce to reveal profound parallels between the two eras. The adoption of gamification tactics by gig work platforms resonates with Kirkpatrick's framework, while the pattern of historical protests triggering changes in work dynamics echoes the trajectory observed from the 1960s to the present day. Ultimately, these insights underscore the intricate interplay between social shifts, technological advancements, and the evolving nature of work in our contemporary landscape.

Claremont - September 12, 2021