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Collection Highlights

Vivendi A Key Player in Global Entertainment and Media 1st

Edition Philippe Bouquillion

Ethics , Obligation , and the Responsibility to Protect :

Contesting the Global Power Relations of Accountability
1st Edition Mark Busser

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97 Things Every UX Practitioner Should Know: Collective

Wisdom from the Experts 1st Edition Daniel Berlin
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Physical Systems: XAI Methods and Applications 1st Edition
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Cloud IoT Systems for Smart Agricultural Engineering 1st

Edition Saravanan Krishnan

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Burning Bright 1st Edition Stephen Parker

Outward Adrienne Rich s Expanding Solitudes 1st Edition Ed

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Digital Platforms and the
Global South

This book addresses the issues raised by digital platforms in the Global South,
with an emphasis on the cultural stakes involved.
It brings together an interdisciplinary team of researchers – including
political economists, socio-economists, geographers, media sociologists or
anthropologists – who each explore these issues through an insightful case
study at a local, national, regional or international scale. While studying
the strategies of some of the main US-based Big Tech platforms or video
streaming platforms towards the Global South, the chapters also consider the
often-neglected active role local or regional actors play in the expansion of
those Western digital players, and highlight the existence of a constellation of
local or regional platforms that have emerged in Africa, Asia, Latin America
or the Middle East. In addition to analysing the complex relationships of
competition, collaboration or dependence between these diverse actors, this
volume examines the ways in which the rise of these digital platforms has
generated new forms of cultural entrepreneurship and participated in the
reconfiguring of the conditions in which cultural contents are produced and
circulated in the Global South.
This volume will appeal to readers interested in the transnationalisation
of cultural industries or in the social, political, economic, cultural and
geopolitical dimensions of digital transformations and will be an important
resource for students, teachers and researchers in media, communication,
cultural studies, international relations and area studies programmes.

Philippe Bouquillion is Professor of Communication at the University

Sorbonne Paris Nord and Director of the LabSIC and of the Laboratory of
Excellence ‘Cultural Industries and Artistic Creation’ (LabEx ICCA).

Christine Ithurbide is a Research Fellow at the French National Centre for

Scientific Research (CNRS) with UMR 5319 Passages.

Tristan Mattelart is Professor at the French Institute of the Press, Paris-

Panthéon-Assas University, and Researcher at the Centre for Interdisciplinary
Analysis and Research of the Media (CARISM).
Routledge Advances in Internationalizing Media Studies
Edited by Daya Thussu, Hong Kong Baptist University

24 The International Photojournalism Industry

Cultural Production and the Making and Selling of News Pictures
Jonathan Ilan

25 Internet Memes and Society

Social, Cultural, and Political Contexts
Anastasia Bertazzoli

26 Comparing Post-Socialist Media Systems

The Case of Southeast Europe
Zrinjka Peruško, Dina Vozab and Antonija Čuvalo

27 The News Media in Puerto Rico

Journalism in Colonial Settings and in Times of Crises
Federico Subervi-Vélez, Sandra Rodríguez Cotto and Jairo Lugo-Ocando

28 Seeking Truth in International TV News

China, CGTN and the BBC
Vivien Marsh

29 Making Policy for the New Information Economy

Comparing China and India
Krishna Jayakar and Chun Liu

30 Miscommunicating the COVID-19 Pandemic

An Asian Perspective
Ran Wei

31 Digital Platforms and the Global South

Reconfiguring Power Relations in the Cultural Industries
Edited by Philippe Bouquillion, Christine Ithurbide and
Tristan Mattelart
Digital Platforms and the
Global South
Reconfiguring Power Relations in the
Cultural Industries

Edited by
Philippe Bouquillion, Christine Ithurbide
and Tristan Mattelart
First published 2024
by Routledge
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and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2024 selection and editorial matter, Philippe Bouquillion, Christine
Ithurbide and Tristan Mattelart; individual chapters, the contributors
The right of Philippe Bouquillion, Christine Ithurbide and Tristan
Mattelart to be identified as the authors of the editorial material,
and of the authors for their individual chapters, has been asserted in
accordance with sections 77 and 78 of the Copyright, Designs and
Patents Act 1988.
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including
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system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks
or registered trademarks, and are used only for identification and
explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Bouquillion, Philippe, editor. | Ithurbide, Christine, editor. |
Mattelart, Tristan, editor.
Title: Digital platforms and the global south : reconfiguring power
relations in the cultural industries / edited by Philippe Bouquillion,
Christine Ithurbide, Tristan Mattelart.
Description: London ; New York : Routledge, 2024. |
Series: Routledge advances in internationalizing media studies |
Includes bibliographical references and index.
Identifiers: LCCN 2023034063 (print) | LCCN 2023034064 (ebook) |
ISBN 9781032489919 (hardback) | ISBN 9781032489933 (paperback) |
ISBN 9781003391746 (ebook)
Subjects: LCSH: Digital media—Social aspects—Developing countries. |
Digital media—Developing countries. | Cultural industries—Developing
countries.
Classification: LCC HM851 .D54375 2024 (print) | LCC HM851
(ebook) | DDC 303.48/33—dc23/eng/20230907
LC record available at https://lccn.loc.gov/2023034063
LC ebook record available at https://lccn.loc.gov/2023034064
ISBN: 978-1-032-48991-9 (hbk)
ISBN: 978-1-032-48993-3 (pbk)
ISBN: 978-1-003-39174-6 (ebk)
DOI: 10.4324/9781003391746
Typeset in Sabon
by codeMantra
Contents

List of figure vii

List of tables ix
List of contributors xi
Acknowledgements xv

Introduction 1
PHILIPPE BOUQUILLION, CHRISTINE ITHURBIDE AND TRISTAN MATTELART

1 US Digital Platforms in the Global South: A Critical Review

of an Emerging Research Field 18
TRISTAN MATTELART

2 The Big Five in India, Powerful Players? 37

PHILIPPE BOUQUILLION

3 Platformisation of Matchmaking: Reconfiguring Social

Economies in India 56
VIBODH PARTHASARATHI AND SIMRAN AGARWAL

4 Cultural Crowdfunding Platforms in Latin America: From

‘Creative’ Discourse to Entrepreneurial Strategies 74
ALIX BÉNISTANT AND JEREMY VACHET

5 Global Platforms Weaving into the Craft Industry: Lessons

from Localisation Strategies in India 91
CHRISTINE ITHURBIDE

6 From Weixin to WeChat: Analysing the Expansion Strategies

of a Chinese Social Media Platform 109
YUWEN ZHANG
vi Contents

7 Netflix’s First Decade of Presence in Latin America 128

LUIS A. ALBORNOZ AND FERNANDO KRAKOWIAK

8 Cultural Policies for the SVoD Market in Brazil: From

an Attempt at Regulation to Total Deregulation 147
LEONARDO DE MARCHI AND ANA ATEM DIAMANTE

9 Streaming the Middle East: From Legacy Media to

Digital Platforms 165
JOE F. KHALIL AND MOHAMED ZAYANI

10 Hidden in Plain Sight: YouTube and Nollywood’s

Reinvention of Minor Transnational Practices 182
ALESSANDRO JEDLOWSKI

11 What Mobile Telephony Is Doing to West African Music.

The ZikMali Project: A New Model of Music Distribution? 199
EMMANUELLE OLIVIER

12 Chilean Fashion Influencers as Digital Labour: Unpacking

the ‘Media Kit’ as a Market Device 215
ARTURO ARRIAGADA

Index 233
Figure

3.1 Leading platforms by type in India, 2022 58

Tables

2.1 The number of users in India of social networks offered by

the Big Five in comparison with other countries 45
3.1 Access and cross-platform features on popular dating
platforms in India 69
6.1 Tencent income statement in million Yuan (RMB), 4th
Quarter 2022 115
Contributors

Simran Agarwal is a doctoral researcher at the Laboratory of Excellence

‘Cultural Industries and Artistic Creation’ (LabEx ICCA) affiliated with
University Sorbonne Paris Nord, France. She has previously worked in the
areas of media governance, political communication, platformisation of
culture and free speech issues in India. Her current research looks closely
at the various forms, mechanisms and impacts of state and platform gov-
ernance on the digital news landscape in India.
Luis A. Albornoz is a Professor of Communication at the University Carlos
III of Madrid (UC3M), Spain, Director of the Audiovisual Diversity re-
search group and member of the University Institute of Spanish Cinema
(IUCE-UC3M). His lines of research focus on the functioning of cultural
industries, covering culture and communication policies and the issue of
diversity in the audiovisual industry. He is currently co-directing research
on the market for video-on-demand services and on the competitiveness of
the European film industry at the international level.
Arturo Arriagada is an Associate Professor of Communications at Universi-
dad Adolfo Ibáñez (Chile). His particular areas of interest include work-
ers’ experiences in the platform economy, influencers and the creator
economy, algorithms and quantification. He is also Associate Researcher
in the Millennium Center on the Evolution of Work (MNEW), a mul-
tidisciplinary project on studying the future of work funded by Chile’s
National Agency for Research and Development (ANID NCS2021-033).
Alix Bénistant is an Associate Professor of Communication at the University
Sorbonne Paris Nord (France). After working on the transnationalisation
of the music industry inspired by the political economy of communication,
he is now focusing on digital cultural platforms and their internationalisa-
tion, as well as on the role of algorithms in the processes of ‘discoverabil-
ity’ on these platforms.
Philippe Bouquillion is a Professor of Communication at the University Sor-
bonne Paris Nord, France. He is Director of the LabSIC and of the Labo-
ratory of Excellence ‘Cultural Industries and Artistic Creation’ (LabEx
ICCA). Inspired in the political economy of communication, his work
xii Contributors

focuses on cultural and creative industries. His most recent research deals
with audiovisual digital platforms in Europe and India.
Leonardo De Marchi is a Professor at the School of Communication at the
Federal University of Rio de Janeiro (UFRJ), Brazil, and Researcher at
the Post-Graduation Program in Communication and Culture at the same
university. His research focuses on the culture industries, platformisation
of culture production, cultural policies and fintech 3.0.
Ana Atem Diamante is an undergraduate in the Law School at the Catholic
Pontifical University of Rio de Janeiro, Brazil (PUC-Rio).
Christine Ithurbide is a Research fellow at the CNRS with UMR 5319 Pas-
sages, France. Her research focuses on the socio-economic transformation
of cultural industries in India and more recently on the deployment of
digital platforms in music, audiovisual and craft. She is principal investiga-
tor of the International Research Network SOUTH-STREAM exploring
cultural platforms made in Africa, Asia and Latin America.
Alessandro Jedlowski is an Associate Professor in African Studies at the Bor-
deaux Institute of Political Studies (Sciences Po Bordeaux), in France. His
work focuses particularly on African screen media industries (in Nigeria,
Ethiopia and Côte d’Ivoire) and on networks of cultural circulations that
take place across regions of the ‘Global South’.
Joe F. Khalil is an Associate Professor of Global Media in Residence at North-
western University in Qatar. With a focus on the Middle East, his research
and teaching explore changes and continuities in media, incorporating an
interdisciplinary and transnational approach. Khalil’s work delves into
media industries, production studies, social movements and digital cul-
tures, emphasising both mainstream and alternative media.
Fernando Krakowiak is Doctor in Social Sciences from the University of
Buenos Aires. He works as a Professor in the subjects ‘Communication
Policies and Planning’ at the Faculty of Social Sciences of the Univer-
sity of Buenos Aires and ‘Economics of the Entertainment Industry’ at
the Argentine University of Enterprise (UADE). His lines of research are
communication policies, political economy of the media and audiovisual
digitisation processes.
Tristan Mattelart is a Professor at the French Institute of the Press, Paris-Pan-
théon-Assas University, and Researcher at the Centre for Interdisciplinary
Analysis and Research of the Media (CARISM), France. After working
extensively on the processes of media transnationalisation, he now studies
the ways in which global digital platforms reconfigure the transnational
circulation of news and cultural content.
Emmanuelle Olivier is an Ethnomusicologist, Research Fellow at the French
National Centre for Scientific Research (CNRS), Georg Simmel Research
 Contributors xiii

Centre, and Lecturer at the École des Hautes Études en Sciences Sociales
(EHESS), Paris. Her work in Western Africa focuses on the creative pro-
cess of popular music production, questioning how the digital revolution
impacts practices, professions and mediations. She is currently directing
an international partnership funded by the National Research Agency on
Digital Cultures in Western Africa.
Vibodh Parthasarathi maintains a multidisciplinary interest in media policy,
digital transitions and policy literacy. Associate Professor at Jamia Mil-
lia Islamia, New Delhi, he has been a visiting scholar at the University of
Queensland, KU Leuven, University of Helsinki and IIT Bombay. His re-
cent edited works include Platform Capitalism in India (2020) and Peda-
gogy in Practice (2022).
Jeremy Vachet is Associate Professor of Media and Communication at
Audencia Business School in Nantes, France. His work focuses on po-
litical economy of communication and working conditions in the cultural
and creative industries. His most recent research looked at working lives
in the music and audiovisual industries in Europe and in the United States.
Mohamed Zayani is an award-winning author and Professor of critical the-
ory at the Georgetown University School of Foreign Service in Qatar. His
works include The Digital Double Bind (with Joe F. Khalil, 2023), Digi-
tal Middle East (2018) and Networked Publics and Digital Contention
(2015).
Yuwen Zhang is a Researcher at the Interdisciplinary Research Group on
Information and Communication Processes (GRIPIC) of Sorbonne Uni-
versity, France. Her research interests focus on media transformation,
the QR code-isation phenomenon, Chinese social media and the internet
economy. Her most recent research concerns the evolution of the QR code
during the Covid-19 period.
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