One of the most interesting things about so-called sharing economy companies is their mobilisation of users in defence of their political objectives. This is something which can prove uniquely urgent because of the sheer number of municipalities in which they operate, leaving them exposed to regulatory backlash particularly given their tendency to self-righteously disregard laws they see as antiquated. It’s easy to characterise these mobilisations as manipulative, but it’s important to recognise the self-interest and/or commitment of those who are mobilised in this way. Loc 4251 of The Upstarts, by Brad Stone, describes an Airbnb group in San Francisco which was (seemingly) entirely grass-roots:
Kwan decided to gather a group of hosts together to share information and navigate the emerging complexities of the so-called home-sharing economy. He announced the formation of his club on Craigslist and held the very first meeting of the Home Sharers of San Francisco in his living room in 2013. The group would eventually attract twenty-five hundred members. Seeking to avoid any conflicts of interest, Kwan decided the group would not allow Airbnb employees or city or state government workers to join. Kwan’s group got so large that eventually it had to start gathering in public libraries instead of living rooms. They shared hosting tips, talked about issues like insurance, and swapped stories of nightmare guests (always the most enjoyable discussion). Then things got serious. In the wake of Airbnb’s agreement to collect hotel taxes, the city’s board of supervisors was considering legalizing short-term rentals. The Home Sharers lobbied to keep the names and addresses of hosts private and to maximize the number of nights they could rent out their properties each year.
But the company also seeks to encourage these groups in a top-down fashion. I’m interested in the cultural resources deployed to this end, how the opportunity to participate in the great disruptive project is framed in a way which facilitates engagement by users. See for example the description on loc 4333-4347 of the Airbnb community festival:
The crowd stood and cheered repeatedly during the event, responding to rousing proclamations (“ You are truly revolutionaries!”), as if the speakers were blowing dog whistles. Occasionally the audience was yanked back to the other reality. “This generous idea is growing in Paris,” said Jean-François Martins, deputy mayor in charge of tourism, on the first morning. “But big ideas need some regulation to protect them from people who want to use it in a not very generous way.” Chris Lehane also appeared onstage and spoke to the gathered hosts as if they were infantry in the French marines. “We are going to have more fights and we are going to have more battles in the days, months, and years to come,” he said. “When this community is empowered to be a movement, we cannot be beat.”