Exchanging between individuals: Construction and euphemization of market relationships in the digital age

The success of platforms of collaborative consumption is now well-established. Whether it is a question of exchanging second-hand goods, renting one’s apartment for a short period, or inviting tourists to share a homemade dinner, individuals have seized online platforms to multiply market exchanges between them. This movement gives rise to either fears of seeing commercial logic pollute all social relationships, or great hopes about peer-to-peer consumption enchanting the economy. Beyond this normative background, this article deals specifically with the type of social bond produced by these platforms, thanks to the description of the framing devices that they propose, and the way they are appropriated by users.