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UBERLAND
The publisher and the University of California Press Foundation gratefully acknowledge the generous support of the Barbara S. Isgur Endowment Fund in Public Affairs.
UBERLAND
HOW ALGORITHMS ARE REWRITING THE RULES OF WORK
ALEX ROSENBLAT
UNIVERSITY OF CALIFORNIA PRESS
University of California Press, one of the most distinguished university presses in the United States, enriches lives around the world by advancing scholarship in the humanities, social sciences, and natural sciences. Its activities are supported by the UC Press Foundation and by philanthropic contributions from individuals and institutions. For more information, visit www.ucpress.edu
.
University of California Press
Oakland, California
© 2018 by Alex Rosenblat
Library of Congress Cataloging-in-Publication Data
Names: Rosenblat, Alex, 1987– author.
Title: Uberland : how algorithms are rewriting the rules of work / Alex Rosenblat.
Description: Oakland, California : University of California Press, [2018] | Includes bibliographical references and index. |
Identifiers: LCCN
2018023686 (print) | LCCN
2018025474 (ebook) | ISBN
9780520970632 (e-book) | ISBN
9780520298576 (cloth : alk. paper)
Subjects: LCSH
: Uber (Firm) | Ridesharing—United States.
Classification: LCC HE
5620.R
53 (ebook) | LCC HE
5620. R
53 R
67 2018 (print) | DDC
388.4/13212—dc23
LC record available at https://lccn.loc.gov/2018023686
Manufactured in the United States of America
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CONTENTS
List of Illustrations
Acknowledgments
Introduction: Using an App to Go to Work—Uber as a Symbol of the New Economy
1.
Driving as Glamorous Labor: How Uber Uses the Myths of the Sharing Economy
2.
Motivations to Drive: How Uber’s System Rewards Full-Time and Recreational Drivers Differently
3.
The Technology Pitch: How Uber Creates Entrepreneurship for the Masses
4.
The Shady Middleman: How Uber Manages Money
5.
Behind the Curtain: How Uber Manages Drivers with Algorithms
6.
In the Big Leagues: How Uber Plays Ball
Conclusion: The New Age of Uber—How Technology Consumption Rewrote the Rules of Work
Appendix 1. Methodology: How I Studied Uber
Appendix 2. Ridehailing beyond Uber: Meet Lyft, the Younger Twin
Notes
Index
LIST OF ILLUSTRATIONS
1.
Sample Fiverr advertisement from 2017
2.
“Freedom Pays Weekly”: a 2015 screenshot of an Uber ad on Facebook
3.
A message Uber sent to a driver: “lower prices = higher earnings”
4.
A sample email that the company sent ............

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