Hybrid Work, Hybrid Identities: Identity Regulation among Gig Workers in Sub-Saharan Africa

Abstract

The expansion of the gig economy in sub-Saharan Africa is transforming local labour markets and how workers construct their identities. Despite the growing prevalence of digital labour platforms, little is known about how they regulate workers’ identities in non-Western contexts or how local cultural and societal factors mediate these processes. This article addresses these gaps by investigating identity regulation among gig workers in Nigeria, Kenya, and South Africa. Employing a qualitative, multisite case study design, we draw on semi-structured interviews, digital ethnography, and document analysis to explore three core questions: How do gig platforms in sub-Saharan Africa regulate the identities of their workers? What local cultural and societal factors influence these processes? How do gig workers respond and negotiate identity regulation? Findings reveal that platforms shape worker identities through branding, algorithmic management, and customer feedback. However, these efforts are refracted through powerful local norms, family expectations, and informal worker networks. Gig workers employ strategies from adaptation and compliance to resistance and hybridization to navigate tensions between platform-imposed and locally valued identities. This study extends identity regulation frameworks to digital, non-Western contexts, highlighting hybrid work identities. Results offer insights for platform designers, worker organizations, and policymakers seeking more inclusive, context-sensitive digital labour.