Critical Discourse Analysis of Gig Economy Platform Terms of Service
Keywords:
critical discourse analysis, gig economy, terms of service, power asymmetry, linguistic manipulation, platform governanceAbstract
This study examines critical discourse analysis of gig economy platform terms of service through a quantitative investigation of 100 gig workers assessed for ToS comprehension, plus linguistic analysis of 10 major platform ToS documents. Grounded in Critical Discourse Analysis (Fairclough, 1992) + Power Asymmetry Framework, the research investigates the linguistic mechanisms underlying this phenomenon. Average gig platform ToS required post-graduate reading level (Flesch-Kincaid Grade 16.4). Only 12% of gig workers reported reading ToS completely; comprehension averaged 34% for those who did. Key linguistic strategies: nominalizations obscuring agency (averaging 8.4 per page), conditional clauses shifting risk (averaging 12.2 per document), euphemisms reframing employment as 'partnership.' 72% of arbitration clause implications were not understood. Regression: readability (Beta=-0.38), nominalization density (Beta=-0.26), worker education level (Beta=0.24) explained 44% of variance in ToS comprehension. The findings provide theoretical contributions and practical implications for business communication, organizational policy, and professional practice.
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