Abstract
In the absence of traditional organizational structures, independent workers, especially those operating on online platforms like Instagram, face unique challenges in defining and maintaining their work identities. This study investigates how independent workers engage in identity work online and the role perceived image and audience feedback play in this process.
Using semi-structured qualitative interviews with content creators on Instagram, who represent a distinct subset of online independent workers, this research explores the mechanisms by which individuals craft and navigate their work identities. Preliminary results highlight that independent workers initially face challenges in constructing their work identity when they begin their work. They cope with a hazy or nebulous understanding of what their work identity entails. In the second phase of their identity formation, identity granting external events called ‘turning points’ play a key role in the crystallization of participants’ work identity. In the third phase, image extrapolation by the audience as well as image curation by the participants lead to a misalignment between identity and image. Participants manage this discrepancy by either resolving it or enduring it.
We add to the growing literature of identity work in the independent work force by highlighting novel processes experienced by these workers. Moreover, extant theory on identity granting suggests that identity is granted by others such as followers to a leader. However, we find that important events can also grant identity. Moreover, we know that in organizations, audience feedback shapes work identity where the ‘audience’ consists of members the focal individual is acquainted with such as manager, subordinate, colleague, client etc. In the context of the independent workforce, this feedback can come from individuals who are unacquainted with the focal individual. This study sheds light on the critical role these ‘strangers’ play in crystallising nebulous work identities.
We also contribute to the literature on image management by proposing two novel antecedents of image discrepancy- image extrapolation and identity curation. Prior research on image discrepancy suggests that this phenomenon is more common in highly visible occupations. But we do not have much insight into why this happens. Image discrepancy occurs not only because of a tendency of the audience but also of the focal individual. This changes our understanding of image management and informs both theory and practice on when image discrepancy should be anticipated which, in turn, facilitates its management.