how the sharing economy platform Airbnb governs user conduct
Domen Bajde (Author), Maja Golf (Author), Tomaž Kolar (Author), Barbara Culiberg (Author)

Abstract

Building upon the rich tradition of research on governmentality, this paper introduces the notion of market-based governance (i.e. the coordinated efforts of companies to align the conduct of its constituents with the institutional norms, values and interests of the company), and presents an empirical investigation of market-based governance in the context of a sharing economy platform, Airbnb. Whereas existing governmentality research has focused on specific discourses or aspects of governance in the marketplace, our aim is to develop broader-spectrum conceptual tools for ‘ordering’ the increasingly multifaceted forms of marked-based governance. We show that Airbnb mobilizes three distinct logics of governance (i.e. the regulatory, competitive and communitarian) which subsume diverse modes of power (i.e. the sovereign, disciplinary and pastoral) that contribute to the cultivation of governable subjects (i.e. the compliant subject, entrepreneurial subject and community member). The theoretical framework developed in this work is applied to critically reflect on emergent forms of market-based governance, the dilemmas of multi-logic governance and the uneven geographies of market-based governance.

Keywords

trženje;družbena omrežja;delitvena ekonomija;marketing;social networks;sharing economy;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL EF - Faculty of Economics
UDC: 339.138
COBISS: 164096515 Link will open in a new window
ISSN: 1470-5931
Views: 54
Downloads: 16
Average score: 0 (0 votes)
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Other data

Secondary language: Slovenian
Secondary keywords: trženje;družbena omrežja;delitvena ekonomija;
Type (COBISS): Article
Chronology: [in press] 2023
DOI: 10.1177/14705931231202359
ID: 22918708
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