Uber and Lift's Marketing Campaigns - Racism in the Taxi Industry

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i was studying the taxi industry just as uver and lift were disrupting it in san francisco, and i was struck that a huge part of their marketing campaign to make people feel safe about getting in strangers ars m was to advertise really pretty white women. And then uber had images of te cool hipsters who were just like having a good time, you know, not a care in the world they were going to drive your body from point eih to point b. It's almost a completely immigrant and racial minority work force. Look at, this is very much a a racialized labor market. Ean according to lift's own data, i think they say something like 70 to 76

Paris Marx is joined by Veena Dubal to discuss how Proposition 22 and the contract status of gig workers is reminiscent of the United States’ history of racial wage codes, which codified lower wages for Black workers.

Veena Dubal is a Professor of Law at UC Hastings. Follow Veena on Twitter at @veenadubal. Go back to episode 10 (May 21, 2020) for Veena’s first appearance on the podcast.

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Tech Won’t Save Us offers a critical perspective on tech, its worldview, and wider society with the goal of inspiring people to demand better tech and a better world. Follow the podcast (@techwontsaveus) and host Paris Marx (@parismarx) on Twitter, and support the show on Patreon.

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Read Veena’s essay on The New Racial Wage Code.
Booker T. Washington and W.E.B. Du Bois had opposing philosophies for Black social and economic progress.
Robert C. Weaver and David Roediger wrote about differential wages.
Uber put up a billboard saying, “If you tolerate racism, delete Uber.” Drivers were not happy.
Uber and Lyft held up workers’ unemployment claims, and Lyft charged for PPE.
After Prop 22, gig companies raised fees despite promising not to, and workers reported earning even less money.
In August, Prop 22 was found to be unconstitutional.
New York City recently passed new protections for delivery couriers after organizing by Los Deliveristas Unidos.
Find out more about Rideshare Drivers United.