Abstract :
[en] The rapid expansion of video-on-demand platforms, such as Netflix or Disney
Plus, associated with the advance of digital capitalism makes the Audiovisual
Media Services Directive (AVMSD) adopted by the European Union a particularly
relevant case for understanding the politics of the digital media policy. Based
on an actor-centred constructivism, the article seeks to propose a conceptual
approach to explore platform governance and highlight the key dynamics through
which platform governance related to the media sector is formulated in light of the
actors involved. As such, it provides an ‘in situ and in action’ view on normative
building, introducing politics into the analysis of platform governance. The
study focuses on the political framing of two key issues related to the crystallization
of AVMSD: (1) the financial contribution of online platforms to European
and national audio-visual content creation and (2) the presence and prominence of
European and national audio-visual works in the online catalogues.
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