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Tech startup disguises exploitation as fun, perpetuating inequality in data work.
Data work in tech startups involves processing information for artificial intelligence systems. This study looked at how managers and workers in a San Francisco startup justify this work morally. Managers and workers collaborated to make data work seem more positive by emphasizing fun and friendship, while hiding inequalities. Filipino workers saw American managers as kind and themselves as grateful, reinforcing the managers' responsibility for their well-being. This research shows that the culture and relationships in organizational data work affect the quality of data and maintain status differences in the tech industry. The study also suggests that improving the conditions of data work involves understanding these complex dynamics of attachment and marginalization.