Platform placemaking and the digital urban culture of Airbnbification

Abstract

This paper develops the notion of “platform placemaking”, describing how platforms mobilize user data to remake urban spatial imaginaries in their interests. Using Airbnb as a case, the paper studies the digital urban culture of “Airbnbification” – examining how Airbnb’s reviews and descriptions become part of reshaping urban place, while contributing to the place alienation of long-term residents. Airbnb feeds a surge in urban tourists on the hunt for “real urban experiences”: off-the-beaten-track, everyday and mundane urban life, seen as representing something “real” and “authentic”. This paper situates Airbnb in the literature on postmodern consumption, and examines the way hosts and guests on Airbnb stage, perform and construct cosmopolitanism and “authentic” urban place to cater to the values of new urban tourism. The paper introduces an approach to studying digital urban culture through platform data, using computational discourse analysis to examine Airbnb in New York City. By linking narratives in reviews and neighborhood descriptions to census data, we examine how authenticity and cosmopolitanism is staged and marketed. The paper argues that Airbnb serves to promote a value system that devalues the cultural and spatial capital of long-term residents, implying that the new tourists’ cosmopolitan longing to belong may thus come at the cost of the locals’ own sense of belonging. The platform placemaking of Airbnb thus emphasizes urban place as a consumption experience, while depressing other ways of experiencing the city.