Mediatised marketplaces: Platforms, places, and strategies for trading material goods in digital economies

Digital marketplaces are standard and pervasive sites to trade and exchange material consumer goods worldwide. Yet the media characteristics of different, situated marketplaces have received relatively sporadic attention from the field of media and communication studies, despite the otherwise prominent disciplinary interest in digital technologies, platforms and processes of mediatisation. This paper coalesces perspectives from social, geography and retail studies with mediatisation approaches to extend a theorisation of digital marketplaces as ‘mediatised marketplaces’, focusing on the discussion of interactions between digital media and place involved in the distribution of material goods. We use illustrative examples of two different local marketplaces – the Swedish Tradera and Facebook Marketplace – to demonstrate how mediatised marketplaces challenge a range of distinctions, including between offline and online, material and immaterial, local and global. Mediatised marketplaces such as Tradera and Facebook Marketplace are grounded in place and local market identities, even as they operate on or are owned by global platforms; they rely on communicative as much as logistical functionalities of media; and are transformative of media and consumption practices. The paper contributes to studies of mediatisation and its impacts.