Branding the Geospatial Industry

Abstract

This study situates geospatial technology within the platform economy and constructs its brand culture, making it visible as a for-profit business rather than a utility. A critical lens is turned on the macroscopic economic and micro-social processes of the geospatial industry that result in the hegemonic relations and discursive regimes that legitimize and naturalize a common geospatially equipped, data-driven world. The annual user conventions and platform marketing of Esri, the global market leader in geographical information systems (GIS), acts as a site to observe how an imagined geospatial community of practitioners and investors is constructed. Branded content is unpacked to understand how the company’s image-making cultivates power relations between the public at large while negating itself as gatekeeper. These symbolic processes and collective practices help influence the uncritical investment and growth of the geospatial industry.