The essay analyses the different ways of organizing the digital workers' union. For the Autor the way to follow is the social movement unionism: that is networking with associations, civil society and citizenship to break the isolation of the worker-platform relationship, reconcile collective interests at the territorial level and stimulate the attention of public opinion and the activation of the institutions. The proposed model presupposes an indissoluble link between social and labour rights and citizenship and requires a direct activation of all the social actors towards platforms: workers, local institutions and citizens-consumers. The public entity can play a dual role: promoting neo-concertation practices, becoming an active part of the negotiation process, and stimulating the c.d. "critical consumer" of citizenship. The territorial level is the framework most suited to accepting the demands of the workers of the gig economy. At local level it is easier to create virtuous mechanisms of social coalition between institutions, spontaneous organizations of workers, confederal unions and citizenship able to influence the market power of the platforms in the urban context through the reputational lever.
Keywords: Digital Economy, Collective Representation of Digital Workers, Social Movement Unionism, Neo-concertation Practices, Bargaining at Territorial Level, Role of the Local Institutions in Bargaining Process, Carta dei diritti fondamentali del lavoro digitale nel contesto urbano