The interface gaze: on the (sexual) objectification of domestic workers in the gig economy

In contemporary capitalist societies, domestic work is increasingly externalised and marketized, allowing profit-oriented gig-economy platforms to emerge as new actors in this field. Considering that such digital marketplaces shape the interactions and relationships between clients and workers, it is crucial to examine the experiences of household workers in relation to the norms, beliefs and ideas embedded in the functionalities and design of the platform. This is particularly relevant concerning the historically prevalent (sexual) objectification of domestic cleaners. Therefore, the present paper presents 15 problem-centred interviews with female domestic cleaners working in the gig-economy in Vienna. The results are complemented by applying the walkthrough method and discursive interface analysis on the website of Betreut.at, one of Austria’s largest platforms for domestic services. Our study shows that the interviewees’ experiences reflect the culturally embedded objectification of domestic workers. Recurrent themes identified include clients’ practices related to lookism and the prioritization of attractiveness, unwanted dating requests, and sexual harassment, all of which are, to some degree, shaped by the platform’s technological design. Additionally, the platform’s website interface lacks essential safety features, exacerbating the vulnerability of household cleaners, who are at high risk of sexual abuse.