In his Uberworked and Underpaid, Trebor Scholz draws out an important parallel between the platform capitalism of YouTube and the near universally praised Wikipedia:
Unsurprisingly, YouTube hires countless consultants to better understand how to trigger the participation of the crowd. They wonder how they can get unpaid producers to create value. But equally, on the not-for-profit site, Wikipedia is asking how they can draw in more female editors, for instance.
Both involve an orientation to their users which sees them as objects of management, even if we might see the ends to which they are being managed in very different terms. This makes a lie of what Nick Couldry describes as the ‘myth of us’: the imaginary of platform capitalism which sees it as facilitating the free expression of natural sociability which older socio-technical systems had constrained