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“Gaming the System”: Platform Paternalism and the Politics of Algorithmic Visibility

机译：“游戏系统”：平台家人和算法可视性的政治

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摘要

As the logic of data-driven metrification reconfigures various realms of social and economic life, cultural workers—from journalists and musicians to photographers and social media content creators—are pursuing online visibility in earnest. Despite workers’ patterned deployment of search engine optimization, reciprocal linking, and automated engagement-boosting, tech companies routinely denigrate such practices as gaming the system. This article critically probes discourses and practices of so-called system-gaming by analyzing three key moments when platforms accused cultural producers of algorithmic manipulation. Empirically, we draw upon textual analyses of news articles (n?=?105) and user guidelines published by Google, Facebook, and Instagram. Our findings suggest that the line between what platforms deem illegitimate algorithmic manipulation and legitimate strategy is nebulous and largely reflective of their material interests. However, the language used to invoke this distinction is strongly normative, condemning “system gamers” as morally bankrupt, while casting platform companies as neutral actors working to uphold the ideals of authenticity and integrity. We term this dynamic “platform paternalism” and conclude that gaming accusations constitute an important mechanism through which platforms legitimate their power and authority, to the detriment of less well-established cultural producers.
机译：随着数据驱动媒体的逻辑，重新配置社会和经济生活的各种领域，从记者和音乐家到摄影师和社交媒体内容创作者 - 在于认真攻读在线知名度。尽管工作人员的搜索引擎优化部署，互惠连接和自动化订婚 - 升值，科技公司通常诋毁该类的游戏系统。本文通过分析三个关键时刻，批判性地探讨了所谓的系统游戏，当时平台被指控文化算法操纵。凭经验，我们借鉴了新闻文章的文本分析（N？=？105）和由Google，Facebook和Instagram发布的用户指南。我们的调查结果表明，在非法算法操纵和合法策略之间的平台之间的界限是模糊的，主要是反映他们的物质利益。然而，用于调用这种区分的语言是强烈的规范性的，谴责“系统游戏玩家”在道德上破产，而铸造平台公司作为中立演员，努力秉承真实性和完整性的理想。我们术语这个动态的“平台家长主义”并得出结论，游戏指控构成了一个重要的机制，平台合法的权力和权威，损害了较少善良的文化生产者。

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