The Platform Opacity: A Literature-Based Review of the Usage of the Term ‘Platform’ In Media Management Research

In the domain of media management research, the term “platform” is utilized in a variety of ways, resulting in a certain degree of ambiguity surrounding its precise definition. In order to enhance construct clarity around the term in media management, this literature review of 474 media management articles dealing with platforms comprises an overview of the various definitions and conceptualizations of the term (base, two-sided market, infrastructure, channel, internet/ tech company). Despite the differences in these conceptualizations, there are notable similarities. The synthesis of multiple platform definitions shows that three core activities underlie all platforms: enabling, coordinating, and governing. Moreover, the study identifies design attributes of platforms that can be used to describe platforms. Further, the study’s findings indicate the existence of three distinct streams within media management research: the economic stream, the critical stream, and the distribution stream. Each of these streams adopts a different perspective on platforms. The review concludes by providing paths for future research in media management using the three streams of literature and the core activities of platforms, and calls for clear definitions to be provided when the term is used.