This article discusses methodological approaches to app studies, focusing on their embeddedness and situatedness within multiple infrastructural settings. Our approach involves close attention to the multivalent affordances of apps as software packages, particularly their capacity to enter into diverse groupings and relations depending on different infrastructural situations. The changing situations they evoke and participate in, accordingly, make apps visible and accountable in a variety of unique ways. Therefore, engaging with and even staging these situations allows for political-economic, social, and cultural dynamics associated with apps and their infrastructures to be investigated through a style of research we describe as multi-situated app studies. This article offers an overview of four different entry points of enquiry that are exemplary of this multi-situated approach, focusing on app stores, app interfaces, app packages, and app connections. We conclude with nine propositions that develop out of these studies as prompts for further research.

The purpose of this article is to operationalise an evolutionary perspective on the history of social media and to trace Facebook's evolution from a social networking site to a "platform-as-infrastructure". Social media platforms such as Facebook change constantly on the level of their platform architectures, interfaces, governance frameworks, and control mechanisms, all while responding to their larger environments. By examining the evolution of Facebook's programmability and corporate partnerships, we develop an empirical historical analysis of the platform's boundary dynamics that ultimately determine its operational scale and scope. Based on our analysis of a unique set of archived primary sources, we discern four main stages in Facebook's long-term evolution and discuss the interplay between ongoing processes of "platformisation" and "infrastructuralisation". We argue that these terms foreground complementary aspects of the platform's efforts in balancing its expansion and adaptability to changing user needs and other "environmental dynamics" without risking its integrations and embedding in other domains, such as advertising, marketing, and publishing. Ultimately, our contribution illustrates how empirical platform histories can denaturalise the current dominant position of social media platforms, such as Facebook, revealing over a decade of incremental evolution rather than revolution.

In this article, we propose a methodological outlook for historical platform studies to increase the prominence of platform historiography in the field and practice of web history and archiving. We discuss the challenges of social media archiving and the research opportunities for 'platform' historiography by focusing on the distinctive characteristics of web-based social media 'platforms'. Based on our review of the literature, we argue that it is critical to foreground how contemporary platforms serve multiple user groups beyond end users (e.g. developers, business, investors) and how they operate on multiple levels (e.g. interface, architecture, ecosystem). By attending to the multiple sides and layers of social media beyond their end users only, we can reconstruct histories of platforms, not only as social networks, but also as technical artefacts, business organisations, and more. A focus on the materiality of platforms introduces numerous underutilised archived web sources that present significant entry points and research opportunities for platform historiography. We assess the availability of these archived sources across the leading web archives. Our results show that despite the challenges of social media archiving, platforms' resources are in fact well-preserved if we look beyond their end-user interfaces. Drawing on illustrative examples, we discuss two sets of entry points and materials for platform historiography at length: first, for writing developer-side histories, and second, for business-side histories. We conclude with recommendations for platform historians and archiving practitioners and reflections on the future of platform historiography.

Social media platforms’ digital advertising revenues depend considerably on partnerships. Business partnerships are endemic and essential to the business of platforms, yet their role remains relatively underexplored in the literature on platformisation and platform power. This article considers the significance of partnerships in the social media ecosystem to better understand how industry platforms, and the infrastructure they build, mediate and shape platform power and governance. We argue that partners contribute to ‘platformisation’ through their collective development of business-to-business platform infrastructures. Specifically, we examine how partners have integrated social media platforms with what we call the audience economy – an exceptionally complex global and interconnected marketplace of intermediaries involved in the creation, commodification, analysis, and circulation of data audiences for purposes including but not limited to digital advertising and marketing. We determined which relationships are involved, which are exclusive or shared, and identified key ecosystem partners. Further, we found that partners build and integrate extensive infrastructures for data-sourcing and media distribution, surfacing infrastructural and strategic sources and locations, or ‘nodes’, of power in this ecosystem. The empirical findings thus highlight the significance of partnerships and partner integrations and draw attention to the powerful industry players and intermediaries that remain largely invisible.

This study explores Big Data practices at Facebook through an investigation of the role of commensuration or 'the transformation of different qualities into a common metric' in the structuration of analysis and interaction with a major online social media platform. It proposes a conceptual framework and demonstrates the empirical potential of a pragmatic approach based on reading published materials and available documentation. Facebook's Data Warehousing and Analytics Infrastructure serves as an illustrative example to begin tracing out and describe data assemblages in more detail. In being attentive to the motivations, drivers and challenges engineers face when dealing with Big Data, it is argued that their solutions can enable and support but also constrain specific analytical and transactional capabilities or data flows between various devices and actors. The analysis thus moves beyond methodological critiques of the utility of Big Data that lack empirical support and specificity. It is further argued that analytics not just describe but also actively participate in the enactment of social worlds, thereby opening possibilities for new markets or market segments to arise. Online sociality accounts for a model of the social that makes it visible and measurable qua markets inviting data recontextualisation and the creation of value along multiple axes. Contra Facebook's claim to make the web more 'social', an investigation of commensuration brings to the fore the question how the social is accounted for in the first place.