National Identity and the Limits of Platform Power in the Global Economy

Among the defining features of the contemporary global economy are the digital disruption of economic sectors and the accompanying political and regulatory conflicts. Across the world, multinational technology firms have mobilized consumers as a key ally in these conflicts, a critical element of the platform power they wield. In this article, I examine how non-consumer identities can limit the exercise of platform power by such firms. By synthesizing the concept of platform power with research on political consumerism and national identity, I argue that activating national identity can generate opposition to policies favorable to multinational technology firms and, in turn, curtail their ability to appeal to public support. Empirically, this article uses an online, nationally representative survey fielded in Canada. I explore the determinants of support for global regulatory cooperation and the domestic policy status quo, as well as the causal effect of consumer and national identity framing using vignette experiments across three issue areas: banking, telecommunications, and taxation. The findings reveal that activating consumer identities consistently shifts support but the effect of national identity is more variable. This article thus contributes to scholarship on the digital economic transformation and the exercise of business power in the global economy.