The Process of Commodification: A Case Study of Pinterest

Abstract

This thesis investigates the commodification of Pinterest through an analysis of its interface changes and the legitimization processes employed by the platform. Utilizing the theoretical frameworks of platform capitalism, the Californian ideology, and surveillance capitalism, this study explores how Pinterest, a visual discovery engine, has transformed from an inspiration-based platform to a personalized web shop. The research employs the walkthrough method by Ben Light et al., alongside James Paul Gee’s discourse analysis tools, to scrutinize three specific affordances: the click and buy affordance, the social affordance, and the shopping list affordance. The findings reveal a shift in interface design that prioritizes economically driven affordances over social ones, reflecting Pinterest’s focus on user data commodification. This transformation is legitimized through strategic language use in Pinterest’s newsroom articles, aligning with the Californian ideology by emphasizing the positive aspects of new affordances while concealing their commodifying nature. The analysis demonstrates that Pinterest’s interface changes support the platform’s economic interests at the expense of social values, highlighting the need for regulatory frameworks to address the power imbalances inherent in platform societies. The thesis concludes by proposing regulatory measures to ensure transparency and accountability in platform design, emphasizing the importance of distinguishing advertisements from regular content to protect user interests. To enhance regulatory practices, involving independent boards like the European Data Protection Board (EDPB) is essential. This approach ensures user trust and data protection by preventing unauthorized platform alterations. The EDPB’s role in upholding GDPR principles can foster balanced power dynamics and mitigate ethical concerns. Future research should analyze more platform interfaces to identify regulatory signals. Despite limitations in the research, such as the scope of screenshots and data sources, this study provides a foundation for understanding and regulating the commodification processes in digital platforms.