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First published online February 9, 2010

The politics of ‘platforms’

Abstract

Online content providers such as YouTube are carefully positioning themselves to users, clients, advertisers and policymakers, making strategic claims for what they do and do not do, and how their place in the information landscape should be understood. One term in particular, ‘platform’, reveals the contours of this discursive work. The term has been deployed in both their populist appeals and their marketing pitches, sometimes as technical ‘platforms’, sometimes as ‘platforms’ from which to speak, sometimes as ‘platforms’ of opportunity. Whatever tensions exist in serving all of these constituencies are carefully elided. The term also fits their efforts to shape information policy, where they seek protection for facilitating user expression, yet also seek limited liability for what those users say. As these providers become the curators of public discourse, we must examine the roles they aim to play, and the terms by which they hope to be judged.

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1.
1 Thanks to Stephen Purpura for this observation.
2.
2 In 2007, YouTube began a revenue-sharing program with select ‘YouTube stars’, then later opened it to any user applying to be a ‘partner’ that YouTube approved (YouTube, 2009c.) Approved partners get a cut of the Adsense revenue from ads paired with their videos. YouTube has not been forthcoming about exactly how much revenue it shares; one journalist estimated it as 80 cents per 1000 views, though YouTube then responded that different users get different cuts (Gannes, 2008a; Gannes, 2008b).
3.
3 Brightcove distinguishes between end-user destination sites like YouTube and ‘Internet TV platforms’ like itself; it claims to have the largest share of this market (Allaire and Berrey, 2007; Brightcove, 2009a; Schonfeld, 2008).
4.
4 See the court documents related to Tur v. YouTube Inc., English Football Association Premier League v. YouTube Inc. and Grisman v. YouTube, Inc.

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Article first published online: February 9, 2010
Issue published: May 2010

Keywords

  1. discourse
  2. distribution
  3. Google
  4. platform
  5. policy
  6. video
  7. YouTube

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Tarleton Gillespie

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