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RASMUS KLEIS NIELSEN
RISJ DIRECTOR OF RESEARCH
6th European Communication
Conference (ECREA) keynote
PUBLISHERS AND PLATFORMS
Platforms: Large technology companies that—
have developed and maintain digital platforms that enable interaction between at least two different kinds of actors
and in the process come to host public information, organize access to it, and create new formats for it,
And thereby influence incentive structures around investment in public communication (including news production).
THE RISE OF PLATFORMS
15/06/2016 RISJ Digital News Report 2016 4
Sources: Ian Maude, Be Heard Group, data from Google, Facebook, and estimates from Enders Analysis
Platforms’ share of digital advertising
0
20
40
60
80
100
120
140
160
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
$ b
illio
nEstimated global digital advertising revenues (some shared), 2005-2015
Google Facebook Others
Sources: Company reports.
The size of platforms (vs publishers)
0
100
200
300
400
500
600
Google (1998) Facebook (2004) Axel Springer (1946) BBC (1922) New York Times (1851)
$ b
illio
n
2016 Market capitalization ($billion)
2015 Revenues ($ billion)
Q10. Thinking about how you got news online (via computer, mobile or any device) in the last week, which were the ways in which you came across news stories?
(Only some options included above.)
Base: Total sample in each country
How people come across news online
FRA GER UK USDirect access to brand 27% 27% 47% 35%
Search engine 35% 37% 20% 30%
Social media 26% 21% 25% 35%
Distributed discovery
And distributed content
PUBLISHERS’ REACTION
15/06/2016 RISJ Digital News Report 2016 10
Focus on onsite versus off-site distribution
Onsite Off-site
Three responses
Coexistence
Confrontation
Collaboration
Three responses
Coexistence
“We need Facebook.
Facebook does not need us.”
Confrontation
Collaboration
Three responses
Coexistence
Confrontation
They are “content
kleptomaniacs”, “thieves”
Collaboration
Three responses
Coexistence
Confrontation
Collaboration
“This can be win-win.”
A STRATEGIC CASE STUDY
15/06/2016 RISJ Digital News Report 2016 16
Collaboration in practice?
Generally good relationship
Collaboration in practice?
Generally good relationship
Tensions between
operational and strategic
Collaboration in practice?
Generally good relationship
Tensions between
operational and strategic
Fear of missing out
Collaboration in practice?
Generally good relationship
Tensions between
operational and strategic
Fear of missing out
Difficulties of evaluating
Collaboration in practice?
Generally good relationship
Tensions between
operational and strategic
Fear of missing out
Difficulties of evaluating
Asymmetrical relationship
IMPLICATIONS?
15/06/2016 RISJ Digital News Report 2016 22
Implications? “Platformed publishing”?
“Platformed publishing”?
Empowerment and
dependency?
Implications?
“Platformed publishing”?
Empowerment and
dependency?
Institutional reliance on
disembedded technological
systems?
Implications?
Large technology companies have—
Hard power
Soft power
Platform power, including
• Power to set standards
• Power to make and break connections
• Power of automated action at scale
• Power of secrecy
• Power that operates across domains
Power
Large technology companies have—
Hard power
Soft power
Platform power, including
• Power to set standards
• Power to make and break connections
• Power of automated action at scale
• Power of secrecy
• Power that operates across domains
Power
Large technology companies have—
Hard power
Soft power
“Platform power”, including
• Power to set standards
• Power to make and break connections
• Power of automated action at scale
• Power of secrecy
• Power that operates across domains
Power
IMPLICATIONS FOR US?
15/06/2016 RISJ Digital News Report 2016 29
RASMUS KLEIS NIELSEN
RISJ DIRECTOR OF RESEARCH
6th European Communication
Conference (ECREA), Prague
PUBLISHERS AND PLATFORMS
References and acknowledgementsThis presentation is based in part on research done with Sarah Ganter and has benefited indirectly from discussions with the whole research team at the Reuters
Institute for the Study of Journalism (Alessio Cornia, Annika Sehl, Antonis Kalogeropoulos, Benjamin Toff, Richard Fletcher, and Tom Nicholls, as well as Nic
Newman). In addition, I want to thank Andrew Chadwick, Daniel Kreiss, and Sandra Gonzalez-Bailon for inspirational comments, discussions, and suggestions.
It builds on the work of many others, including—
Bell E with Wardle C, Brown P, Rashidian N, Bengani P, and Gonclaves A. (2016) Who owns the news consumer: Social media platforms or publishers?
Columbia Journalism Review.
Bell E. (2014) Silicon Valley and Journalism: Make up or Break up? Presented at the Reuters Memorial Lecture 2015, Reuters Institute for the Study of
Journalism.
Chadwick, A. (2013) The Hybrid Media System: Politics and Power. New York: Oxford University Press.
Dijck J van (2013) The culture of connectivity. Oxford; New York: Oxford University Press.
Evans, P.C., and A. Gawer. (2016) ‘The Rise of the Platform Enterprise: A Global Survey’. New Yok: The Center for Global Enterprise.
Giddens, A. (1990) The Consequences of Modernity. Stanford, Calif: Stanford University Press.
Gillespie T (2010) The politics of “platforms.” New Media Society 12(3): 347–364.
Gillespie T (Forthcoming) Governance of and by platforms. Forthcoming in SAGE Handbook of Social Media, edited by Jean Burgess, Thomas Poell, and Alice
Marwick.
Grewal, D. S. (2008) Network Power: The Social Dynamics of Globalization. New Haven; London: Yale University Press.
Latour, B. (1984) ‘The Powers of Association’. The Sociological Review 32 (S1): 264–280.
Newman N, Fletcher R, Levy DAL, and Nielsen RK (2016). Reuters Institute Digital News Report 2016. Oxford: Reuters Institute for the Study of Journalism.
Pasquale F (2015) The Black Box Society. Cambridge: Harvard University Press.
Plantin J-C, Lagoze C, Edwards P N and Sandvig C (2016) Infrastructure studies meet platform studies in the age of Google and Facebook. New Media &
Society 00: 1-00.
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