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#DeleteFacebook: from popular protest to a new model of platform capitalism?

Mills, Stuart (2020) #DeleteFacebook: from popular protest to a new model of platform capitalism? New Political Economy, 26 (5). pp. 851-868. ISSN 1356-3467

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Identification Number: 10.1080/13563467.2020.1858777


In March 2018, a series of newspaper articles about the subversive use of the social media platform Facebook during various elections in 2016 were published. These revelations produced a backlash against the platform, which resulted in a popular hashtag, #DeleteFacebook. This article uses the #DeleteFacebook campaign as a case study to analyse the contemporary model of platform capitalism. Furthermore, by introducing emerging literature on data trusts–specifically, the notion of a bottom up data trust–this paper argues the #DeleteFacebook campaign reveals, both in its conception and in its ultimate failure, a desire for an alternative model of platform capitalism. By drawing on the #DeleteFacebook campaign, this article argues that a bottom up data trust designed to empower individual users can resolve many of the initial grievances, and barriers to success, experienced by the campaign.

Item Type: Article
Official URL:
Additional Information: © 2020 Informa UK Limited
Divisions: Psychological and Behavioural Science
Subjects: P Language and Literature > PN Literature (General) > PN1990 Broadcasting
T Technology
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HN Social history and conditions. Social problems. Social reform
JEL classification: P - Economic Systems > P1 - Capitalist Systems > P16 - Political Economy
P - Economic Systems > P4 - Other Economic Systems > P48 - Political Economy; Legal Institutions; Property Rights
Date Deposited: 06 May 2022 14:12
Last Modified: 31 May 2024 05:33

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