gillespie-2010-the-politics-of-platforms

Page 1: Introduction to the Politics of Platforms

• Author: Tarleton Gillespie, Department of Communication, Cornell University.

• Focus: Online platforms like YouTube are strategically presenting themselves to various stakeholders (users, advertisers, policymakers).

  • They navigate claims about their roles and responsibilities in the information landscape.

• Key Term: "Platform"

  • The term is used in different contexts:

    • Technical platforms

    • Platforms of opportunity

    • Platforms for expression

• Tensions: Balancing protection of user expression while minimizing liability for user-generated content.

• Thesis: Explore how the term "platform" is used to shape public discourse and information policy.

Page 2: YouTube's Strategic Positioning

• Acquisition by Google: 2006 acquisition of YouTube for $1.65 billion demonstrated Google's dominance in online video.

• YouTube's Evolution: Went from a website to a "distribution platform for original content creators and advertisers" (YouTube, 2007).

• Cultural Shift: Like traditional media, YouTube faces questions about:

  • Responsibility to users

  • Impact on public discourse

  • Regulatory obligations regarding intellectual property and privacy.

• Strategic Framing: Companies (like YouTube) frame their services to align with economic, cultural, and regulatory demands.

Page 3: The Multifaceted Meaning of "Platform"

• Discursive Work: The term "platform" has various semantic territories:

  • Computational: Refers to infrastructures that support design and applications (e.g., OS, gaming, mobile devices).

  • Architectural: Indicates a physical raised surface for activities (e.g., train platforms).

  • Figurative: Represents basis for actions or opportunities.

  • Political: Refers to a statement of beliefs (like a candidate’s platform) rooted in traditional speaking venues.

• Critical Analysis: "Platform" carries both specific and general meanings that serve YouTube's role in public discourse.

Page 4: Evolution of "Platform" in Digital Media

• Historical Usage: Originated from physical structures, evolving into a term denoting support for various activities.

• Cultural Implications: The term suggests egalitarian support, a promise of neutrality, yet is charged politically as needs vary based on stakeholders.

• Contemporary Usage: The digitization of the term redefines interactions in online media contexts.

Page 5: Rhetorical Power of "Platform"

• Cultural Discussion: Describes digital spaces as open and neutral.

• Computer Industry Example: Companies like Microsoft expand the use of "platform" beyond strict technical definitions.

  • Encompasses emerging tech and UGC (user-generated content) definitions.

• Public Discourse Positioning: Web 2.0 and related technologies create platforms for user communication.

Page 6: YouTube's Broader Integration of "Platform"

• Attracting Users: YouTube emphasizes user empowerment and community participation through their platform appeal.

• Business Model: Although promoting participatory culture, YouTube relies heavily on advertising for revenue.

• Advertising Dynamics: Requires partnerships with media companies to balance UGC with commercial content.

Page 7: Issues of Commercialization and User Empowerment

• Contradiction: YouTube markets itself as a facilitator of user voice, while primarily profiting from advertising revenue.

• Content Control: Struggles between supporting UGC and maintaining advertisers’ comfort with the content.

• User Discontent: Many users do not profit from their content, raising concerns about fairness.

Page 8: Intermediaries and Their Strategic Navigations

• Roles: Digital intermediaries like YouTube face complexities of balancing user, advertiser, and provider needs.

• Diffusion of Responsibility: Use of the term "platform" aligns differing interests under a common understanding.

• Marketing Strategy: Facilitates engagement through promises of empowerment while drawing advertisers and media partners.

Page 9: The Political Nature of Discourse

• Language of Empowerment: How terms like "platform" resonate in public discussions about media and technology.

• Advocacy Role: Companies advocate for open platforms to limit regulatory restrictions while ensuring user engagement.

• Rhetorical Strategy: Survive against regulatory pressures through claims of neutrality and support for varied content.

Page 10: Regulating the Differentiation of Roles

• Semantic Debate: Terminology in policies influences how platforms are perceived and regulated.

• Liability Concerns: Platforms want limited accountability for user-generated content under regulations like DMCA.

• Policy Negotiation: Companies like Google use the term "platform" to guide their regulatory approaches

Page 11: The Limits of the "Platform" Concept

• Commercial Interests versus User Freedom: The term "platform" suggests neutrality while obscuring commercial intentions.

• Content Management Metrics: How YouTube demotes specific content and uses ContentID to manage copyright issues raises concerns about actual neutrality.

Page 12: Conclusion: Discourse and Influence

• Cultural Resonance: The term "platform" is crafted to appeal to a variety of audiences while masking complexities in service operations.

• Implications: Decisions made by platforms around content affect public discourse, demonstrating a significant role in shaping cultural understandings of media.

• Industry Reflection: The dynamics of being a platform echo traditional media, mirroring issues of content control, responsibility, and user awareness.