ABSTRACT
Traditional media are also disrupted by digital platforms. User-generated platform such as YouTube are substituting traditional media, as viewers spend increasing time in such platforms and not watching TV, listening to the radio and reading newspapers and magazines. Advertising revenue is migrating online, as ads can be personalized thanks to large pools of data and algorithms. At the same time, even traditional media is increasingly relying on digital platforms such as Google and Facebook as gatekeepers. A large share of eyeballs have access to their content through platforms’ newsfeeds. Furthermore, platforms, particularly Google, are the unavoidable intermediaries for the commercialization of digital advertising. Traditional media are platformed as their content is intermediated by the digital platforms. Platforms become the coordinators of the system, as they select the unbundled pieces of news and other content to be displayed to users by the platforms, bundled in new forms by their algorithms.
