BREAKING THE ISOLATION: HOW EFFECTIVE IS THE NEW AGE MEDIA IN ENHANCING THE MENTAL WELL-BEING OF GIG WORKERS?

The growing platform-based gig economy has come up with greater opportunities, flexibility, and independence for workers. However, the independent nature of gig work can also reduce social interaction and organisational support for workers. This study analyses workplace isolation and mental well-being among gig workers, explores the role of new-age media in reducing workplace isolation, and understands the relationship among workplace isolation, new-age media, and mental well-being. The study adopted an exploratory design by collecting qualitative data from platform-based gig workers in Kamrup Metropolitan district, Assam, through semi-structured interviews and a focus group discussion. Participants were selected using purposive sampling, and the data were analysed using thematic analysis. The findings reveal that workplace isolation is more than working alone and includes limited interaction with family members, reduced social interaction and social connection, independent work arrangements, and limited organisational support. These experiences were associated with feelings of loneliness, stress, and emotional exhaustion among the workers. The findings indicate that new-age media provided workers with opportunities to stay socially connected, reduce feelings of loneliness, relax during their free time, and receive emotional support. However, digital communication cannot completely remove workplace isolation, as demanding work schedules, financial pressure, and limited organisational support continued to affect the workers’ mental well-being. Overall, the study suggests that workplace isolation, new-age media, and mental well-being are closely connected in the everyday lives of platform-based gig workers. The study contributes qualitative, context-specific evidence from Kamrup Metropolitan district, Assam, and highlights new-age media as a supportive resource rather than a complete solution to workplace isolation.