4. Algorithmic Hegemony: The Normative Control of Platform Labour

This chapter delves into the normative control mechanisms employed by algorithmic management in the platform food-delivery sector, highlighting how these techniques induce workers to consent to their own exploitation. The study identifies key normative elements such as individualism, gamification, and emotional labour, which collectively form a 'consent infrastructure' that fosters worker compliance. The analysis reveals how the virtual organization of labour, multi-stakeholder control, and gamified remuneration systems create an illusion of autonomy and financial success, motivating drivers to engage in relentless self-exploitation. Additionally, the chapter explores the role of emotional labour in managing workplace conflicts and the impact of a subservient class mindset among drivers, which reinforces their acceptance of exploitative conditions. The findings underscore the pivotal role of normative power in shaping platform-mediated social relations and workplace control structures, thereby intensifying worker exploitation and legitimizing the platform's arbitrary algorithmic mechanisms. This comprehensive examination offers valuable insights into the dynamics of algorithmic management and its implications for labor relations in the digital economy.