The second chapter discusses how platforms introduce new mechanisms to social interaction through the mutual articulation of platform technologies, economic models, and user practices. The mechanism of “datafication” refers to the ability of networked platforms to render into data many aspects of the world that have never been quantified before. Datafication revolves around the capturing and circulation of data. “Commodification” concerns the transformation of online and offline objects, activities, emotions, and ideas into tradable commodities. It involves the development of multisided markets and new business models. Finally, the mechanism of “selection” is about the curation of most relevant topics, terms, actors, objects, offers, services, etc. It takes shape through personalization, trends and reputations, and moderation practices. Understanding the platform society requires a thorough analysis of the ecosystem’s mechanisms and the constantly evolving techno-commercial and sociocultural practices through which they take shape.
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