Marc Steinberg is associate professor of film studies at Concordia University, Montreal. He is author of Anime’s Media Mix: Franchising Toys and Characters in Japan (Minnesota, 2012) and its Japanese expanded version and translation Why is Japan a “Media Mixing Nation”? (Naze Nihon wa “media mikkusu suru kuni” nano ka). He is also coeditor of Media Theory in Japan.

"By relocating the origins of the platform economy to Japan’s consumer technology industries of the 1990s, Marc Steinberg offers a powerful intervention into current debates about platformization. This is a book that challenges us to think differently about the business and culture of digital media."-Ramon Lobato, author of Netflix Nations: The Geography of Digital Distribution"Phenomenal. Marc Steinberg rewrites the history of the platform economy. Moving beyond an exclusive focus on Silicon Valley, he demonstrates that a crucial part of this history can be found in 1990s Japan. Steinberg deftly traces the emergence of platform theory and practices around Docomo’s i-mode, exploring intersections with U.S. and French discourse, and ending with the global markets forged by iOS and Android."-Thomas Poell, coauthor of The Platform Society: Public Values in a Connective World"The American tech giants monopolize our attention in daily life; they also tend to hog the attention in technology criticism. Marc Steinberg offers a more expansive and nuanced analysis, showing that the ‘platform’ story did not begin in Silicon Valley and is not likely to end there. A rigorous, illuminating book."-Rebecca Tuhus-Dubrow, author of Personal Stereo"The impressive feat of Steinberg’s book is that it allows both interpretations of platformization to emerge: a fairer crediting of Japanese theories and practices as well as a fuller questioning of global media industry dominance."-Film Quarterly"Readers in many disciplines seeking to better understand how the Android and Apple iOS, Netflix, Amazon, and myriad other everyday commercial experiences have come to be, and how they may change or adapt in ways that Silicon Valley will not necessarily lead, can look to The Platform Economy for global insights and a nuanced analysis of the way words and worlds have been formed, in part, through Japanese iterations of platforms and contents."-The Journal of Popular Culture"The Platform Economy adds a significant dimension to the study of platforms and urges us to think deeply about platformization, as well as the multidirectionality of cultural circulation more broadly."-Critical Inquiry"An important contribution for recapitulating certain concepts in management theory and reconstructing the discursive formation of the term ‘platform.’"-Journal of Japanese Studies

• ContentsIntroduction1. Contents Discourse: A Platform Prelude2. Platform Typology: From Hardware to Contents3. The Japanese Genesis of Transactional Platform Theory4. Docomo’s i-mode and the Formatting of the Mobile Internet5. Platforms after i-mode: Dwango’s Niconico VideoConclusion: The Platformization of Regional Chat AppsAcknowledgmentsNotesBibliographyIndex

Marc Steinberg is associate professor of film studies at Concordia University, Montreal. He is author of Anime’s Media Mix: Franchising Toys and Characters in Japan (Minnesota, 2012) and its Japanese expanded version and translation Why is Japan a “Media Mixing Nation”? (Naze Nihon wa “media mikkusu suru kuni” nano ka). He is also coeditor of Media Theory in Japan.

"By relocating the origins of the platform economy to Japan’s consumer technology industries of the 1990s, Marc Steinberg offers a powerful intervention into current debates about platformization. This is a book that challenges us to think differently about the business and culture of digital media."-Ramon Lobato, author of Netflix Nations: The Geography of Digital Distribution"Phenomenal. Marc Steinberg rewrites the history of the platform economy. Moving beyond an exclusive focus on Silicon Valley, he demonstrates that a crucial part of this history can be found in 1990s Japan. Steinberg deftly traces the emergence of platform theory and practices around Docomo’s i-mode, exploring intersections with U.S. and French discourse, and ending with the global markets forged by iOS and Android."-Thomas Poell, coauthor of The Platform Society: Public Values in a Connective World"The American tech giants monopolize our attention in daily life; they also tend to hog the attention in technology criticism. Marc Steinberg offers a more expansive and nuanced analysis, showing that the ‘platform’ story did not begin in Silicon Valley and is not likely to end there. A rigorous, illuminating book."-Rebecca Tuhus-Dubrow, author of Personal Stereo"The impressive feat of Steinberg’s book is that it allows both interpretations of platformization to emerge: a fairer crediting of Japanese theories and practices as well as a fuller questioning of global media industry dominance."-Film Quarterly"Readers in many disciplines seeking to better understand how the Android and Apple iOS, Netflix, Amazon, and myriad other everyday commercial experiences have come to be, and how they may change or adapt in ways that Silicon Valley will not necessarily lead, can look to The Platform Economy for global insights and a nuanced analysis of the way words and worlds have been formed, in part, through Japanese iterations of platforms and contents."-The Journal of Popular Culture"The Platform Economy adds a significant dimension to the study of platforms and urges us to think deeply about platformization, as well as the multidirectionality of cultural circulation more broadly."-Critical Inquiry"An important contribution for recapitulating certain concepts in management theory and reconstructing the discursive formation of the term ‘platform.’"-Journal of Japanese Studies

• ContentsIntroduction1. Contents Discourse: A Platform Prelude2. Platform Typology: From Hardware to Contents3. The Japanese Genesis of Transactional Platform Theory4. Docomo’s i-mode and the Formatting of the Mobile Internet5. Platforms after i-mode: Dwango’s Niconico VideoConclusion: The Platformization of Regional Chat AppsAcknowledgmentsNotesBibliographyIndex

Marc Steinberg is associate professor of film studies at Concordia University, Montreal. He is author of Anime’s Media Mix: Franchising Toys and Characters in Japan (Minnesota, 2012) and its Japanese expanded version and translation Why is Japan a “Media Mixing Nation”? (Naze Nihon wa “media mikkusu suru kuni” nano ka). He is also coeditor of Media Theory in Japan.

"By relocating the origins of the platform economy to Japan’s consumer technology industries of the 1990s, Marc Steinberg offers a powerful intervention into current debates about platformization. This is a book that challenges us to think differently about the business and culture of digital media."-Ramon Lobato, author of Netflix Nations: The Geography of Digital Distribution"Phenomenal. Marc Steinberg rewrites the history of the platform economy. Moving beyond an exclusive focus on Silicon Valley, he demonstrates that a crucial part of this history can be found in 1990s Japan. Steinberg deftly traces the emergence of platform theory and practices around Docomo’s i-mode, exploring intersections with U.S. and French discourse, and ending with the global markets forged by iOS and Android."-Thomas Poell, coauthor of The Platform Society: Public Values in a Connective World"The American tech giants monopolize our attention in daily life; they also tend to hog the attention in technology criticism. Marc Steinberg offers a more expansive and nuanced analysis, showing that the ‘platform’ story did not begin in Silicon Valley and is not likely to end there. A rigorous, illuminating book."-Rebecca Tuhus-Dubrow, author of Personal Stereo"The impressive feat of Steinberg’s book is that it allows both interpretations of platformization to emerge: a fairer crediting of Japanese theories and practices as well as a fuller questioning of global media industry dominance."-Film Quarterly"Readers in many disciplines seeking to better understand how the Android and Apple iOS, Netflix, Amazon, and myriad other everyday commercial experiences have come to be, and how they may change or adapt in ways that Silicon Valley will not necessarily lead, can look to The Platform Economy for global insights and a nuanced analysis of the way words and worlds have been formed, in part, through Japanese iterations of platforms and contents."-The Journal of Popular Culture"The Platform Economy adds a significant dimension to the study of platforms and urges us to think deeply about platformization, as well as the multidirectionality of cultural circulation more broadly."-Critical Inquiry"An important contribution for recapitulating certain concepts in management theory and reconstructing the discursive formation of the term ‘platform.’"-Journal of Japanese Studies

• ContentsIntroduction1. Contents Discourse: A Platform Prelude2. Platform Typology: From Hardware to Contents3. The Japanese Genesis of Transactional Platform Theory4. Docomo’s i-mode and the Formatting of the Mobile Internet5. Platforms after i-mode: Dwango’s Niconico VideoConclusion: The Platformization of Regional Chat AppsAcknowledgmentsNotesBibliographyIndex