Basic Approaches to the Typology of Digital Media Platforms

Abstract

Digital platforms are in a spotlight for researchers all around the world. These studies are done in areas of communications, sociology, economics, information technologies, management. Scholars use a lot of approaches to define platforms, make their typology and systematization. The article describes and analyzes theoretical approaches, definitions, conceptualization, and typologies of digital platforms of ten recent years from 2010 till 2021. As a result, I conclude some common definition. Part of this typology and platform segment are platforms based on advertising business model. That type of digital platforms have generated new media industry segment — context and target advertising – and some of these platforms concentrated a significant part of global adverting market. They may be defined as digital media platforms. Typology and definitions of platforms could be used in universities with such studies like “Communications”, “Journalism”, “Advertising and public relations”, “Economics”.