This article explores how the political economy of the cultural industries changes through platformization: the penetration of economic and infrastructural extensions of online platforms into the web, affecting the production, distribution, and circulation of cultural content. It pursues this investigation in critical dialogue with current research in business studies, political economy, and software studies. Focusing on the production of news and games, the analysis shows that in economic terms platformization entails the replacement of two-sided market structures with complex multisided platform configurations, dominated by big platform corporations. Cultural content producers have to continuously grapple with seemingly serendipitous changes in platform governance, ranging from content curation to pricing strategies. Simultaneously, these producers are enticed by new platform services and infrastructural changes. In the process, cultural commodities become fundamentally "contingent," that is increasingly modular in design and continuously reworked and repackaged, informed by datafied user feedback.

This article contextualises, defines, and operationalises the concept of platformisation. Drawing insights from different scholarly perspectives on platforms-software studies, critical political economy, business studies, and cultural studies-it develops a comprehensive approach to this process. Platformisation is defined as the penetration of infrastructures, economic processes and governmental frameworks of digital platforms in different economic sectors and spheres of life, as well as the reorganisation of cultural practices and imaginations around these platforms. Using app stores as an example, we show how this definition can be employed in research.

'Collaborative culture', 'mass creativity' and 'co-creation' appear to be contagious buzzwords that are rapidly infecting economic and cultural discourse on Web 2.0. Allegedly, peer production models will replace opaque, top-down business models, yielding to transparent, democratic structures where power is in the shared hands of responsible companies and skilled, qualified users. Manifestos such as Wikinomics (Tapscott and Williams, 2006) and 'We-Think' (Leadbeater, 2007) argue collective culture to be the basis for digital commerce. This article analyzes the assumptions behind this Web 2.0 newspeak and unravels how business gurus try to argue the universal benefits of a democratized and collectivist digital space. They implicitly endorse a notion of public collectivism that functions entirely inside commodity culture. The logic of Wikinomics and 'We-Think' urgently begs for deconstruction, especially since it is increasingly steering mainstream cultural theory on digital culture.

Facebook’s usage has reached a point that the platform’s infrastructural ambitions are to be taken very seriously. To understand the company’s evolution in the age of mobile media, we critically engage with the political economy of platformization. This article puts forward a conceptual framework and methodological apparatus to study Facebook’s economic growth and expanding platform boundaries in the mobile ecosystem through an analysis of the Facebook Messenger app. Through financial and institutional analysis, we examine Messenger’s business dimension and draw on platform studies and information systems research to survey its technical dimension. By retracing how Facebook, through Messenger, operationalizes platform power, this article attempts to bridge the gap between these various disciplines by demonstrating how platforms emerge and how their apps may evolve into platforms of their own, thereby gaining infrastructural properties. It is argued that Messenger functions as a ‘platform instance’ that facilitates transactions with a wide range of institutions within the boundaries of the app and far beyond.

The rise of contemporary platforms—from GAFAM in the West to the “three kingdoms” of the Chinese Internet—is reconfiguring the production, distribution, and monetization of cultural content in staggering and complex ways. Given the nature and extent of these transformations, how can we systematically examine the platformization of cultural production? In this introduction, we propose that a comprehensive understanding of this process is as much institutional (markets, governance, and infrastructures), as it is rooted in everyday cultural practices. It is in this vein that we present fourteen original articles that reveal how platformization involves key shifts in practices of labor, creativity, and citizenship. Diverse in their methodological approaches and topical foci, these contributions allow us to see how platformization is unfolding across cultural, geographic, and sectoral-industrial contexts. Despite their breadth and scope, these articles can be mapped along four thematic clusters: continuity and change; diversity and creativity; labor in an age of algorithmic systems; and power, autonomy, and citizenship.