Platforms and hyper-choice on the World Wide Web

Choice is a sine qua non of contemporary life. From childhood until death, we are faced with an unending series of choices through which we cultivate a sense of self, govern conduct, and shape the future. Nowadays, individuals increasingly experience and enact consumer choice online through web-based platforms such as Yelp.com , TripAdvisor.com and Amazon.com . These platforms not only provide a sprawling array of goods and services to choose from, but also reviews, ratings and ranking devices and systems of classification to navigate this landscape of choice. This paper suggests a radical reconsideration of platform architectures and design features to consider how they reconfigure and respecify choice, ‘choosers’, and choice-making practices. Platforms are not simply cameras that present choice and enable comparisons between different options, but are more akin to engines that govern, drive and expand choice, configuring users within particular discourses, practices and subjectivities. In making sense of the entangled trajectories of consumer choice, platform architectures and Big Data, I suggest that ‘hyper-choice’ emerges as a condition of the contemporary platform-driven web. I examine hyper-choice not only in terms of the relationship between platforms and a growing abundance of choice, but more importantly how platforms reconfigure choice in ways that go beyond and fundamentally challenge existing understandings of what choice is, who and what is involved in producing knowledge about choice, and what it means to be a ‘chooser’.