The promotional culture of social media and search platforms: an original article by Tom O’Regan and a commentary by Nicholas Carah

Abstract

As the Australian Competition and Consumer Commission’s (ACCC) Digital Platforms Inquiry was at pains to point out, social media and search platforms now capture unprecedented shares of Australian media advertising expenditure. However, this loose collection of media forms and the advertising that supports them are some distance from traditional forms of media and advertising. While much has been written about these differences, the nexus between social media and search media forms and their advertising and promotional settlements had received comparatively little attention until the ACCC made it the front and centre of its inquiry. Our concern here is to take up the invitation the ACCC offers: to reorient our scholarly and public discussions of platforms towards the promotional culture of social media and search platforms. We consider the implications for advertiser-supported media, the unique form of advertising they have created and their challenge to public accountability.