Understanding the “platform” keyword: An inquiry on the contested use of metaphors in platform studies

Abstract

The emerging field of platform studies has sparked an ongoing debate regarding the meaning and utility of the term 'platform' within the academic community. This paper explores the contested nature of the term 'platform,' which has been employed as a metaphor, a conceptual framework for interpretation, and a keyword in digital discourse. The initial section traces the origins of platform discourse and the evolution of platform thinking. The second section utilizes cultural semiotics to reconstruct the metaphor's utility as a pragmatic instrument of knowledge. The third section delves into the contested meanings of the 'platform' by mapping twenty metaphors employed by scholars in diverse fields, including management, political economy, software studies, urbanism, and economic sociology. This section also organizes the metaphors in four conceptual categories related to the operations of the digital platform. The final part offers reflections on the 'platform' as a novel organizational form and assesses the overall usefulness of the term in academic discourse.