Platformed identities of female migrant domestic Ayi's in the Chinese gig-economy

Focusing on the Chinese context, this investigation addresses how digital labor platforms as specific instances of social media, mediate interactions between workers and clients. This article addresses the evolving landscape of domestic labor in contemporary China, specifically focusing on female internal migrant workers - commonly referred to as “Ayi’s” — in the gig economy. More specifically, by employing a feminist intersectional lens, we analyze the platformization of migrant Ayi’s identities on digital labor platforms and Chinese super-apps like WeChat and Swan Daojia. We also address how these rural-to-urban migrants may use these platforms to create new narratives for themselves. Based on in-depth interviews with 15 female migrant workers alongside a walkthrough study of three digital labor platforms, Ayi’s are found to represent themselves by branding themselves. This form of self-marketing offers the potential to transform their visibility in public from perceived low-skilled laborers to “pre-packaged” professionals. While enhancing visibility, and thereby improving the standing of some, the representational practices of Ayi’s also offer insights into newly emergent forms of vulnerability and marginalization, shaped by gender, migrant status, and socioeconomic class.