Organizational Communication Commons^™

Driving Disruption: Assessing Uber's Corporate Identity In The Battle Over Driver Classification, Benjamin Peterson

Master's Projects and Capstones

This research analyzes the ongoing effort by Uber’s executives to prevent the reclassification of the company’s drivers from independent contractors to employees. Through rhetorical appeals made to customers, regulatory bodies, and drivers themselves, Uber’s executives are attempting to cultivate a corporate identity that portrays the company’s labor practices in a way that adheres to California’s labor laws, namely the “ABC” test for worker classification codified in Assembly Bill 5, while maintaining the company’s ill-gotten reputation as a bastion of Silicon Valley innovation. The success of this posturing hinges on attempts to conflate Uber’s labor practices with equitable social outcomes, publicize …