Dijital Platformlarda Algoritmik Kontrol: Puanlama, Skorlaştırma, Sıralama ve Davranışsal Yönlendirme Mekanizmalarının Karşılaştırmalı Analizi

Öz

Bu çalışma, dijital platformların işleyişinde merkezi bir rol oynayan derecelendirme (rating), skorlandırma (scoring), sıralama (ranking) ve davranışsal yönlendirme mekanizmalarını algoritmik yönetim literatürü çerçevesinde incelemektedir. Platformların tarafsız teknolojik aracılar olduğu yönündeki yaygın söylemin aksine, çalışma bu mekanizmaların emeği ölçen birbirinden bağımsız teknik araçlar olmadığını göstermektedir. Aksine, bu mekanizmalar platform içindeki görünürlüğü, işe erişimi, gelir fırsatlarını ve platformda kalıcılığı düzenleyen bütünleşik algoritmik kontrol sistemleri olarak işlev görmektedir. Araştırmada Uber, Upwork, Deliveroo, Glovo, BiTaksi, Armut ve Yemeksepeti Express platformlarının resmî belgeleri nitel belge analizi yöntemiyle karşılaştırmalı olarak incelenmiştir. Bulgular, derecelendirme verilerinin skorlandırma, sıralama ve teşvik mekanizmalarıyla birleştirildiğini; görünürlük, işe erişim, statü, ödül ve platform çalışanlarının dışlanma riskiyle ilişkilendirildiğini göstermektedir. Ayrıca uluslararası platformlarda daha açık ve görünür metrik sistemleri öne çıkarken, Türkiye örnekleminde daha örtük teşvik mekanizmaları ve parametrik gelir mimarileri dikkat çekmektedir. Bununla birlikte çalışma, her iki grup platformda da ortak bir yönetsel mantığın işlediği sonucuna ulaşmaktadır. Çalışmanın temel katkısı, algoritmik yönetim tartışmasını yalnızca teknik opaklık sorunu olarak değil; emeğe erişim, fırsatların dağılımı ve kurumsal hesap verebilirlik bağlamında yeniden ele almasıdır.

Anahtar Kelimeler

• Algoritmik Yönetim
• Algoritmik Kontrol
• Platform Emeği
• Skorlaştırma
• Davranışsal Yönlendirme

Algorithmic Control on Digital Platforms: A Comparative Analysis of Rating, Scoring, Ranking, and Behavioral Nudging Mechanisms

Öz

This study examines rating, scoring, ranking, and behavioral guidance mechanisms that play a central role in the operation of digital platforms through the framework of algorithmic management literature. Contrary to the common discourse that platforms are neutral technological intermediaries, the study demonstrates that these mechanisms are not isolated technical tools that measure labor. Rather, they function as integrated systems of algorithmic control that regulate visibility, access to work, income opportunities, and continuity within the platform. The study examines the official documents of Uber, Upwork, Deliveroo, Glovo, BiTaksi, Armut, and Yemeksepeti Express comparatively using the qualitative document analysis method. The findings show that rating inputs are combined with scoring, ranking, and incentive mechanisms and related to visibility, access, status, reward, and the exclusion risk of platform workers. Furthermore, while more explicit metric systems stand out in international platforms, more implicit incentives and parametric income architectures become evident in the Turkish sample. However, the study concludes that a common managerial logic operates in both groups. The study's main contribution is that it reconstructs the discussion on algorithmic management not merely as a problem of technical opacity, but within the context of labor access, distribution of opportunity, and corporate accountability.

Anahtar Kelimeler

• Algorithmic Management
• Algorithmic Control
• Platform Labor
• Scoring
• Nudging

Kaynakça

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