Dear Colleagues, *Marketing Theory* journal published a special issue, edited by me and Alessandro Gandini, Lucia Bainotti and Guido Anselmi on ‘platformization of consumer culture’. In our introductory position paper (‘*The platformization of consumer culture: A theoretical framework*’, https://journals.sagepub.com/doi/10.1177/14705931231225537), we provide a comprehensive framework useful to introduce and theorise the concept of platformization of consumer culture. Specifically, we identify four key 'tensions' characterizing the platformization of consumer culture: *datafication vs liquification*; *standardization vs ephemerality*; *interaction vs mediation*; *immateriality vs materiality*. If you like, please have a look at the special issue ; ) Here is the table of contents: *Restless platformance: how prosumer practices change platform markets* Daiane Scaraboto and Eileen Fischer https://journals.sagepub.com/doi/full/10.1177/14705931231195188 *Platformised possessions and relational labour * Janice Denegri-Knott, Rebecca Jenkins, Mike Molesworth and Georgiana Grigore https://journals.sagepub.com/doi/full/10.1177/14705931231201783 *Memetic logics of participation: fitness body culture on Instagram* Jonathan David Schöps, Sarah Schwarz and Veronika Rojkowski https://journals.sagepub.com/doi/full/10.1177/14705931231201779 *How consumer-initiated platforms shape family and consumption * Lydia Ottlewski, Joonas Rokka and John W. Schouten https://journals.sagepub.com/doi/10.1177/14705931231201780 *Curating a consumption ideology: platformization and gun influencers on Instagram* Jenna Drenten, Lauren Gurrieri, Aimee Dinnín Huff, and Michelle Barnhart https://journals.sagepub.com/doi/10.1177/14705931231207329 *Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of# cancel_efood in Greece* Photini Vrikki and Eleftheria Lekakis https://journals.sagepub.com/doi/10.1177/14705931231195191 *The cultural underpinnings of platformization: how social movement organizations helped form the category of the sharing economy* Domen Bajde, Maja Golf-Papez and and Barbara Culiberg https://journals.sagepub.com/doi/10.1177/14705931231201781 best regards, Alessandro Caliandro, Alessandro Gandini, Lucia Bainotti and Guido Anselmi -- -------------------------------------------------------------------------------------------- Alessandro Caliandro Associate Professor in Sociology of Culture and Communication Researcher V-DATA project (Surveillance Capitalism in Italy): https://vdataresearch.com/ Research Stream 3 Leader of ACTIVE-IT: https://ageingsocieties.unimib.it/active-it/ Member of Ageing Societies: https://ageingsocieties.unimib.it/ Università degli Studi di Pavia Dipartimento di Scienze Politiche e Sociali Strada Nuova 65 27100 Pavia phone: 0382 984325 e-mail: alessandro.caliandro@unipv.it Alessandro Caliandro's Personal Meeting Room (ZOOM) https://us02web.zoom.us/j/8629741587 *If you please, check out my most recent publications ; ) * Caliandro, A., Gandini, A., Bainotti, L., & Anselmi, G. (2024). The platformization of consumer culture: A theoretical framework. *Marketing Theory*, https://journals.sagepub.com/doi/10.1177/14705931231225537 Audy Martínek, P., Caliandro, A., & Denegri-Knott, J. (2023). Digital practices tracing: studying consumer lurking in digital environments. *Journal of Marketing Management*, 39(3-4), 244-274. https://doi.org/10.1080/0267257X.2022.2105385