Platform: A Tapestry of Meanings and Metaphors

Abstract

This chapter explores the metaphorical ‘tapestry’ of meanings woven into the ‘platform’ metaphor, tracing its journey from a technical term in the computing sphere to a central concept in digital media. Initially coined to describe digital entities, ‘platforms’ have evolved into complex entities layered with diverse meanings conveyed through metaphors like ‘walled gardens,’ ‘tentacles,’ ‘gatekeepers,’ and ‘ecosystems.’ This evolution highlights the ongoing challenge of defining ‘platforms’ as complex technological, social, political, and economic entities. The chapter navigates through the term’s evolution, recognizing its roles as both an actor term and a conceptual entity across various disciplines, while also serving as a subject (target) of governance and regulation. Emphasizing the richness and nuanced politics inherent in the metaphor, the chapter discussed its significant influence on academic, industry, and regulatory discussions. Furthermore, it explores the emergence of “platformization,” which advanced ‘platforms’ into the realm of public concern. Lastly, the chapter underscores that platforms are not solely abstract concepts but tangible entities shaped by distinct material conditions and politics. To ensure the enduring relevance of the platform concept in digital media and platform studies, the chapter advocates for the continuous integration of the platform metaphor with related concepts such as ‘ecosystems.’ This ongoing process of ‘weaving’ and expanding the ‘tapestry’ of meanings and metaphors surrounding the platform concept aims to enrich its explanatory capacity regarding its diverse societal impacts.