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This article approaches the paradigm shift of datafication from the perspective of civil society. Looking at how individuals and groups engage with datafication, it complements the notion of "data politics" by exploring what we call the "contentious politics of data". By contentious politics of data we indicate the bottom-up, transformative initiatives interfering with and/or hijacking dominant processes of datafication, contesting existing power relations or reappropriating data practices and infrastructure for purposes distinct from the intended. Said contentious politics of data is articulated in an array of practices of data activism taking a critical stance towards datafication. In data activism, data as mediators take a central role, both as part of an action repertoire or as objects of struggle in their own right. Leveraging social movement studies and science and technology studies, this theoretical essay argues that data activism can be mapped along two analytical dimensions: "data as stakes" (as issues and/or objects of political struggle in their own right) vs. "data as repertoires" (or modular tools for political struggle), and "individual practice vs. collective action". Mapping action repertoires and tactics along these axes allows us to chart the potential emergence of a political (contentious) data subject at the intersection of these two dimensions. This furthers our understanding of people's engagement with data in relation to other forms of activism and existing work in social movement studies. It also helps us interpreting potential trajectories of contemporary social movements, as they increasingly interface with data, devices and platforms.

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This article examines profile data about 9,593 freelancers from 121 countries active in the Design and Multimedia section of Elance, a major online labour market existing up until 2015. Using statistical analysis, the article evidences that the earnings a contractor obtains from working through Elance positively correlates with higher reputation scores and suggests that the conception of trust among actors operating on an online labour market resembles that which characterises e-commerce platforms like eBay or Amazon, where trust relations among ‘strangers’ are guaranteed by an algorithmic-based third party that translates feedbacks and rankings into a numerical reputation proxy.

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