Introduction: The Netherlands has been known as one of the pioneers in the sharing economy. At the beginning of the 2010s, many local initiatives such as Peerby (borrow tools and other things from your neighbours), SnappCar (p2p car-sharing), and Thuisafgehaald (cook for your neighbours) launched that enabled consumers to share underused resources or provide services to each other. This was accompanied by a wide interest from the Dutch media, zooming in on the perceived social and environmental benefits of these platforms. Commercial platforms such as Uber, UberPop and Airbnb followed soon after. After their entrance to the market, the societal debate about the impact of these platforms also started to include the negative consequences. Early on, universities and national research and policy institutes took part in these discussions by providing definitions, frameworks, and analyses. In the last few years, the attention has shifted from the sharing economy to the much broader defined platform economy.
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Are the so-called “new” business models focused on “sharing” actually promoting new behaviour or are they simply using old behaviour of the provider/consumer in a new technological environment? Are the new tech companies in the sharing economy with their “new” business models grabbing too much power, unnoticeably?
Increasingly, Instagram is discussed as a site for misinformation, inau-thentic activities, and polarization, particularly in recent studies aboutelections, the COVID-19 pandemic and vaccines. In this study, we havefound a different platform. By looking at the content that receives themost interactions over two time periods (in 2020) related to three U.S.presidential candidates and the issues of COVID-19, healthcare, 5G andgun control, we characterize Instagram as a site of earnest (as opposedto ambivalent) political campaigning and moral support, with a rela-tive absence of polarizing content (particularly from influencers) andlittle to no misinformation and artificial amplification practices. Mostimportantly, while misinformation and polarization might be spreadingon the platform, they do not receive much user interaction.
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