The phenomenon of crowdworkers in late modernity

Globalisation and digitalisation mean that companies and forms of work are in a constant state of flux. The trend in the world of work is moving from analogue work increasingly towards a digitalised way of working and is becoming more firmly anchored in companies. The phenomenon of crowdworkers on international crowdsourcing platforms is becoming more and more prominent in the world of work. Company projects are divided into smaller subtasks and made available to crowdworkers on the platforms for processing. According to sociologist Andreas Reckwitz, the free development of one's own personality and standing out from the surrounding masses is becoming increasingly important in the understanding of values of societies in late modernity. The increasing singularisation of society is also reflected in the world of work. But whether the striving for uniqueness and authenticity can also be achieved in crowdworking is critically examined in this paper.