"This chapter sets out to investigate two broad questions about platform capitalism: its novelty as a phase in the history of capitalism, and the implications of these developments. It does so by revisiting the concept of commodification, arguing that platform capitalism unleashes a novel process of neo-commodification, composed of two distinct aspects. Firstly, legal grey zones and discursive mystifications lead to a disruption of current labour relation systems which intensifies competition between workers and denies them protection. Secondly, the data technology and algorithmic management which underpin the platform model enable a merger of private and work spheres of life, leading to an inclusion of informal, and previously uncommodified labour into the market system. This way platform capitalism creates a virtual market where workers, unemployed and underemployed appear as ideal (fictitious) commodities. Finally, this chapter explores how neo-commodification triggers a variety of institutional responses, but also intensifies class struggle with new actors and strategies appearing."

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