The gig economy and labour resource practices: a case study of Africa uncensored limited

Author

John Allan Namu, Aga Khan University

Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Prof. Nancy Booker.

Department

Graduate School of Media and Communications

Abstract

The following capstone paper discusses an emergent issue in labour relations within the media sector; contract or “gig” work. It draws on a context of nearly a decade of falling profits and failing business models within the news media sector, juxtaposed against the rising dominance of revenue models that are derivative of digital media businesses. The objectives of the capstone were to determine sustainable remuneration models that can be explored by Africa Uncensored Limited(AUC) staff in gig work and build a framework for engagement with individuals doing gig work. Employing a case- study approach, the researcher facilitated an understanding of the problems faced by Africa Uncensored Limited in establishing a robust framework for engaging with its staff and contractors while maintaining positive cash flow and a sustainable organization. As a result, qualitative research methodology was utilized. Data was collected through Focus Group Discussions with the staff team in Africa Uncensored and Key Informant Interviews with managers in technical implementation and projects within AUC. The findings from the data show that gig work has been appreciated and appropriated within the organization with respondents already engaging in it. AUC has also put policy measures to manage gig workers for their projects. As expected, the divide between the full-time permanent staff and gig workers was evident from the responses. This study recommended a review of the Human Resource Policy and an addendum framework for managing gig workers, considering their interests in arriving at enhanced and inclusive labour relations practices. Future research could focus on the framework for the engagement of gig workers in a large traditional media house. Further, future research could examine the utility and sustainability of the model of engaging gig workers.

Recommended Citation

Namu, J. A. (2024). The gig economy and labour resource practices: a case study of Africa uncensored limited (Unpublished master's dissertation). Aga Khan University, East Africa.