Abstract:
Online freelancing falls under the category of "crowd work," which is a subset of
the "gig economy." Securing a project relies on how freelancers present
themselves to clients. Hence, freelancers show a competent image even without
enough competency to perform certain gigs that may lead to develop an
unfavorable image and/or potential feelings of depression. This phenomenon is
under-explored. To fill this gap, this study aims to explore how Sri Lankan
freelancers who are engaged in creative and multimedia-related projects
experience the tension of projecting a competent image. The research contributes
specifically to the gig working literature and provides practical insights for
freelancers, platforms, and clients. An interpretive philosophy, inductive
approach, and multiple case study strategy was adapted to conduct the research.
Through purposive and snowball sampling, nine semi-structured in-depth
interviews were conducted, each lasting 40-55 minutes, with online freelancers
who work on various macro-work platforms. The content analysis revealed that
online freelancers in this field experience seven types of tensions due to
projecting a competent image: account-related tensions, learning-related
tensions, self-management-related tensions, communication-related tensions,
client-related tensions, order-related tensions, and earning-related tensions.
Tension in reviews, profiles, and performance reduction under account-related
tension, provides a new perspective to the literature. Further, learning-related
tensions, self-management related tensions, and communication-related tensions
resulted in learning credibility tension, a phenomenon that has yet to be addressed
in online freelancing. The findings reveal that online freelancers deploy several
self-presentation strategies. It also highlights that it is challenging to work with
female clients. Platforms should consider offering socializing programs, efficient
feedback systems, and addressing power and information asymmetries to
improve freelancers' job security. The mental health and wellbeing of freelancers
should be a concern for both freelancers and government health officials.
Additionally, skill development programs in language proficiency can help
freelancers to mitigate communication-related tensions.
