Politicising platform-mediated tourism rentals in the digital sphere: Airbnb in Madrid and Barcelona

Both short-term tourism rentals and the digital platforms that manage and mediate them have expanded enormously in recent years, against a backdrop of increasing platform urbanism and platform capitalism. This expansion triggers transformations that are contributing to acute negative externalities never envisaged within the original ethos and sustainability promises of the sharing economy. The severe knock-on effects of the unanticipated reconfiguration of economic and everyday life have met with a strong civic response, leading to a growing politicisation of platform-mediated rentals increasingly performed in the digital sphere. Numerous social movements have arisen in opposition to platforms such as Airbnb, while lobbyists and user collectives have also mobilised to defend their respective rights to 'home-share' and generate extra income, as the business becomes increasingly professionalised in large cities. Through the lens of the increasingly politicised and polemical impacts of the platform economy, this article analyses Twitter narratives and counter-narratives surrounding Airbnb-mediated rentals and their impact on Madrid and Barcelona. Findings show how narratives are choreographed by a range of actors and that narrative ecosystems emerge in the form of interconnected virtual relationship networks, often embedded in translocal assemblages.