A Sociologist Looks at Crowds: Innovation or Invention?

Crowd-based organizational models are purported to be more open and participatory than traditional organizational forms. But are they novel inventions or permutations of forms that have existed previously? This essay examines the wide array of innovations pursued under the umbrella label of crowd phenomena and asks whether they have altered traditional ways of organizing. The ramifications of crowds for both workers and consumers are also discussed. Central features of crowd organizing include spot transactions, short-term relations, demand-based pricing, heterogeneous demand, and reputations established through feedback mechanisms. Security and formality appear to have been replaced by openness and precariousness. The essay concludes with a call for further study of the contents of crowd-generated products and services.