“…Finally, various studies have reported, but have not elaborated on, socio‐ideological forms of control aimed at influencing platform workers' values, beliefs, and identities, ‘shaping subjects and social relations, so that they plug into the processes of capital accumulation’ (Gregory & Sadowski, 2021; p.4). The literature variously refers to these forms of control as: techno‐normative control (Gandini, 2018), fictitious freedom (Shibata, 2019), nontraditional normative control (Veen et al, 2019), normative mechanisms (games and symbolic rewards) (Vallas & Schor, 2020), soft forms of control (Rosenblat, 2018), ideal of entrepreneurial self (Haidar, 2022), self‐entrepreneurship with an ideal of hyper‐meritocratic justice (Galière, 2020), biopolitical platforms and the perverse virtues (Gregory & Sadowski, 2021), and narratives of platform work as a leisure or economic opportunity (Stewart et al, 2020). It has thus been recognised that platform companies encourage workers to see themselves as entrepreneurs or autonomous workers, thereby legitimising their status as independent contractors and boosting their subjective adherence to the work regime these companies offer (Gandini, 2018; Rosenblat, 2018; Shapiro, 2017; Shibata, 2019; Vallas & Schor, 2020).…”