Performativity and affective atmospheres in digitally mediated care labour

Joshua Kalemba, Robyn Mayes, Paula McDonald and Penny Williams

Journal of Cultural Economy, 2024, vol. 17, issue 1, 108-120

Abstract: This paper offers an exploration of women’s experiences of engaging in digitally mediated care work. Data for this article is drawn from qualitative interviews conducted with 15 young women in Australia to explore their experiences of securing care work through a digital platform. Importantly, we focus on both online and offline dimensions of securing work, thus contributing to the extant literature which has tended to focus on the online aspects of securing platform work. Through the complementary lenses of performativity and affective atmospheres, we examine the complexities of presenting an idealised self to obtain work opportunities from an online pool of diverse care-seekers, and the bodily performances and attributes required offline to secure actual work. We conclude by reflecting on how online and offline interactions explicate the normative performativity required by young women to successfully access digitally mediated service work.

Date: 2024
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DOI: 10.1080/17530350.2023.2225533

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