THE POLITICS OF PLATFORM IMAGINARIES

Abstract

Examining the competing images, values, and purposes attached to digital health tracking platforms, this paper analyzes how platform imaginaries are constructed and negotiated in complex intersectional realities. It pursues this inquiry through a case study on how Fitbit and Apple Health have become involved in recent societal negotiations over female digital health tracking in the US. Female health tracking has a well-documented history of negotiation and contestation. Developing this case study, we build on and rethink the concept of socio-technical imaginaries. We propose to consider the articulation of platform imaginaries not as a one-sided sense-making process, but as negotiations between multiple stakeholders of which platforms are but one. This conceptual perspective allows us to analyze the construction of imaginaries as a dynamic process, open to constant renegotiation, shaped by power differences between stakeholders, and affected by the intersectional positioning of user groups within platforms. The research is operationalised through a combination of critical discourse analysis of user and platform content and walkthroughs of Fitbit and Apple Health. The analysis highlights how digital health tracking platforms have become centrally imbricated in crucial societal issues, such as female bodily autonomy and reproductive rights. And it shows how quickly platform imaginaries of female self-determination and autonomy, associated with health-tracking apps, can be overthrown and reversed.