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However, scholars have focused on ride-hailing, leading to a model of \u201cUberization\u201d that entails the informalization of work. We argue that online carework platforms that match nannies and babysitters to families show the limits of this narrative. Based on a discourse analysis of carework platforms and interviews with workers using them, we illustrate that these platforms seek to formalize employment relationships through technologies that increase visibility. We argue that carework platforms are \u201ccultural entrepreneurs\u201d that create and maintain cultural distinctions between populations of workers, and institutionalize those distinctions into platform features. Ultimately, the visibility created by platforms does not realize the formalization of employment relationships, but does serve the interests of platform companies and clients and exacerbate existing inequalities for workers. As one of the first analyses of carework platforms, this study also points to gendered bias in the scholarly literature about the on-demand economy. <\/jats:p>","DOI":"10.1177\/1461444818773727","type":"journal-article","created":{"date-parts":[[2018,5,16]],"date-time":"2018-05-16T05:55:34Z","timestamp":1526450134000},"page":"4384-4404","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":235,"title":["Trusted strangers: Carework platforms\u2019 cultural entrepreneurship in the on-demand economy"],"prefix":"10.1177","volume":"20","author":[{"given":"Julia","family":"Ticona","sequence":"first","affiliation":[{"name":"Data & Society Research Institute, USA"}]},{"given":"Alexandra","family":"Mateescu","sequence":"additional","affiliation":[{"name":"Data & Society Research Institute, USA"}]}],"member":"179","published-online":{"date-parts":[[2018,5,15]]},"reference":[{"key":"bibr1-1461444818773727","doi-asserted-by":"publisher","DOI":"10.1177\/0003122414530398"},{"key":"bibr2-1461444818773727","doi-asserted-by":"publisher","DOI":"10.1177\/0003122417725865"},{"key":"bibr3-1461444818773727","unstructured":"Breedlove T (n.d.) Being paid \u201con the books\u201d pays off: Why nannies, babysitters, senior care workers, housekeepers and other types of caregivers need to be paid legally. Care.com. Available at: https:\/\/www.care.com\/homepay\/being-paid-on-the-books-pays-off-1309131442 (accessed 24 September 2017)."},{"key":"bibr4-1461444818773727","volume-title":"Raising Brooklyn: Nannies, Childcare, and Caribbeans Creating Community","author":"Brown TM","year":"2011"},{"key":"bibr5-1461444818773727","doi-asserted-by":"publisher","DOI":"10.1177\/1461444812440159"},{"key":"bibr6-1461444818773727","unstructured":"Bureau of Labor Force Statistics (2017) Fastest growing occupations, occupational outlook handbook. Available at: https:\/\/www.bls.gov\/ooh\/fastest-growing.htm (accessed 25 August 2017)."},{"key":"bibr7-1461444818773727","doi-asserted-by":"crossref","unstructured":"Calo R, Rosenblat A (2017) The taking economy: Uber, information, and power. SSRN Electronic Journal. 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