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Heru Nugroho
Universitas Gadjah Mada, Yogyakarta
Religion Arts Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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COUNTER-HEGEMONY PRACTICE A LA GOJEK DRIVER-PARTNERS’ SELEBGRAMS Irsanti Widuri Asih; Heru Nugroho; Budiawan Budiawan
International Conference on Social and Islamic Studies Proceedings of the International Conference on Social and Islamic Studies (SIS) 2021
Publisher : International Conference on Social and Islamic Studies

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Abstract

The sharing economy business model implemented by Gojek posits its motorbike drivers as partners with the status of independent contractors. However, some empirical studies show the practice of an asymmetrical working relationship and places Gojek's driver-partners as the exploited party. Gojek's business is hegemonic since the exploited practices are wrapped in affective ways, e.g. through the concept of partnerships that glorify freedom and flexibility and the gamification strategy used in the application. In the context of this new emerged business practice, there is a vagueness about the legal status of the driver-partners. This is merely a corporate strategy to avoid the obligation to provide social protections for drivers because of their non-employee status. However, in the midst of hyper-exploitation practices carried out by the corporation, several studies have revealed actions of resistance conducted by driver-partners, ranging from demonstrations, boycotts, to various uses of application modification. In contrast to previous studies, this paper particularly elaborates a form of counter-hegemony action carried out by three Gojek driver-partners who become selebgram (stands for the celebrities of Instagram in Bahasa Indonesia). Their affliction as Gojek driver-partners who often experience income deficiency due to high competitiveness and complicated platform work systems, are used to accumulate social capital and economic capital.
Co-Authors Asih, Irsanti Widuri Budiawan