Does Airbnb Love Barcelona? The Struggle of Platform Capitalism for Gaining Public Opinion-Juniper Publishers

Archaeology & Anthropology - Juniper Publishers Opinion Airbnb has made a leap from digital to analog. This leap has been made in prime time and in one of the most listened radio stations in Spain. However, what does a company like Airbnb investing in advertising in a traditional media when it presents always itself as one of the main stars of the new economy? Moreover, does not know Airbnb that cannot continue with their activities in the Catalan capital without worsening its relationship with the City Council, or maybe this campaign does not go aimed at attracting customers - “host” in the sharing economy newspeak- but at much more diffuse and less obvious objective? Let’s go step by step. The Airbnb’s radio spots gather all the stereotypes of the platform capitalism [1], that is, good vibes, cosmopolitanism, taste of the neighborhood, experience, local cuisine, love and respect for life in the city. The sequence is always the same: one or several m...