A review of Srnicek, Nick (2016) Platform Capitalism, Polity Press: Cambridge
At 171 pages and only three chapters, Nick Srnicek’s book is a brief and digestible entrance to the shifting territory of an increasingly digitally-mediated form of economics and labour that is beginning to be debated under a diversity of terms, including the ‘gig economy’ or ‘the fourth industrial revolution’. In particular, I had high hopes for the text as a way of catching up on debates on the social impact of technology on work, the changing conceptualisation of capitalism as the free-surfing internet age has transformed into the ‘app for that’ age of smartphones and social media, and possibly the way in which this has impacted on our notion of value in a global economy. Unfortunately I have to admit that I found the book disappointing in these areas, particularly considering that the content of the BBC’s Thinking Allowed interview was considerably more thought-provoking.
Overall, the book focuses mainly on the context of the United States, appropriate considering the location of many tech headquarters in Silicon Valley, California and their historical role in the development and emergence of new digital technologies and in the promulgation of alternative business models for technological enterprises (most notoriously in the unsuccessful dot-com boom and bust). The first chapter of the book paints an abbreviated historical picture of shifts in the regulatory and economic context affecting business (mainly manufacturing) from the 1950s to the present. This focuses primarily on the role of government investment, accessibility of venture capital and economic interventions such as quantitative easing and how these responded to and effected change in corporate strategies. While the chapter highlights the impact of changing economic environments in heightening global competition, I would have liked to have seen a more explicit statement here on the author’s theoretical position on the source of economic value. While the focus on the United States may have been appropriate to the book’s intended audience, I also think this omits important reflection on the economic transformations in India and China which are of significant importance to any analysis identifying outsourcing and technological transformation as key to it’s historical arguments.
The second chapter sets out to consider whether we are living in a new age of capitalism, defined by the new technologies supported by extensive smartphone use. In the first few pages of this chapter, the author skims over a wide range of debate regarding how we theorise the source of value in contemporary capitalism, and while there is some further discussion in the notes the limited presentation of this debate was disappointing. Briefly alluding to Italian autonomism and debates on collaboration and knowledge as a source of value, the author also speeds past the contentious debate regarding immaterial labour[i] to claim that we can analyse platforms by viewing data as a raw material extracted from service users. Despite this allusion to Marxist analysis, there are points in the book where the analysis seems to rely on a conventional economic framing regarding the problems of marginal utility faced by these firms. The discussion then moves to a description of the characteristics of platforms in general, specifically how they stand in relation to monopolising the acquisition of this ‘resource’ and tailoring their services to ever-increase this monopolising tendency such that all user activity is captured. By this reasoning, the strategy of applications such as Uber, for example, is to aim to acquire all records of requests for transportation and their fulfillment in all geographic spaces. In becoming ubiquitous, this service drives out any and all interactions that do not comply with the model.
The presentation of different types of platform; advertising, cloud, industrial, product and lean comprises the remainder of the chapter, and offers some interesting areas of insight for those undertaking research and analysis in platform activities.
The final chapter of the book, dramatically entitled ‘Great Platform Wars’ outlines the structural and strategic activities and tendencies of specific firms in the attempt to capture or acquire more data. This makes a few allusions to the influence of the practices and policies of different nation-states in industries such as manufacturing, including China’s overproduction of steel, and hints at the way in which the behaviour of platform enterprises may perhaps be understood in an American search for continued strategic economic power. Unfortunately this line of discussion is not much pursued by the book, and although it offers a tantalising glimpse of what areas of research may be possible through a focus on the dynamics of platform based enterprises, readers may have to undertake their own further research to get a more satisfying picture.
[i] in general, the analysis presented by Srnick (as in publications by Langley and Leyshon and others) focus on material economic relations and have little to say about the contribution of labour other than as a free source of data generation or the means by which algorithms are developed for it’s organisation. For a more in depth discussion regarding the question of labour’s contribution see Toms 2008, Beverungen, Bohm & Land 2015, and Pitts 2016.