The Gig Public: AI-Driven Contractual and Habitual Performativisation of Publicness

This monograph explores the evolving nature of publicness in the era of digital communication and social media saturation, arguing that the rise of the “gig public” represents a new paradigm that challenges the traditional conceptualization of the public in shaping social and political change. The gig public departs from traditional notions of publicness and the public, characterized by individuals’ spontaneous and less-structured engagement in public discourse. This engagement is often hampered by challenges in fostering sustained interaction and depth of discussion, due to the ephemeral nature of online interactions.
In particular, this monograph highlights the importance of customs, negotiations, and contracts that complement the normatively privileged public reasoning in public domains. It examines the transformations in the multifaceted nature of the public and its interrelationship with other social structures amid the shifting boundaries between public and private domains. In addition, it explores the evolution of conceptualizations of publicness and related concepts within critical theory, illustrating how contemporary shifts are redefining civic engagement and the essence of public life in a rapidly changing world. From these perspectives, the study is structured around three primary focal points: First, it analyzes how new information technologies and AI have altered human interactions within the public sphere. Second, it examines the impact of capitalist economic dynamics and governmentality strategies on reshaping the public realm, fundamentally altering the essence of the public and its democratic potential. Third, it explores how habitual and routine practices traditionally associated with the private sphere are now influencing the ongoing evolution of publicness.
The monograph aims to provide a comprehensive analysis of the challenges posed by the fragmentation of contemporary public discourse and the emergence of gig publics. It also considers strategies to invigorate publicness through AI technology that enables users to transform plain language into automated actions on their computers, potentially reshaping civic engagement in the digital age.

Slavko Splichal is Professor of Communication and Public Opinion at the University of Ljubljana’s Faculty of Social Sciences.