PurposeIn this paper, the authors aim to clarify the relationship between organization and society. They argue that the proliferation of organization in modernity has not yet been properly understood in light of the absence of organization in premodern times. The authors therefore ask: Why do organizations proliferate? Why do they proliferate in such manifold organizational forms? And how can these heterogeneous forms nevertheless be related to a common problem to which organizations provide a solution? A comparative historical analysis based on the theory of social systems reveals that organizations fill a gap which the decline of morality as an integrative success medium created.Design/methodology/approachThe paper develops a conceptual framework focusing on the theory of media within Luhmann’s theory of social systems as a point of departure. The authors discuss the concept of “interpenetration” to assess the relation between morality and organization. They raise several follow-up questions for future empirical research, most prominently pertaining to the relationship between organization and digitalization.FindingsThe main finding is that morality can be conceptualized as a specific success medium (alongside religion and symbolically generalized communication media) which used to structure premodern societies by means of social and interhuman interpenetration at once. Modern society instead employs two differentiated forms of interpenetration: Social interpretation through organizations and interhuman interpenetration through love relationships. These centripetal counterforces help to mediate the centrifugal forces unleashed by the full development of modern success media. Modern society critically depends on the proliferation of organizations.Originality/valueThis paper examines the relationship between morality and organization not from the perspective of interaction or organization, but from the perspective of society. This approach provides novel insights in that it opens up promising avenues of comparison between organization and other social forms. Understanding the distinctively modern “success story” of organization as a social form makes it possible to ask about corresponding potentials and limitations, but also alternative possibilities. In doing so, the authors depart from most studies of organizations grounded in social systems theory as the authors primarily focus on Luhmann’s theory of media (as opposed to the theory of differentiation).

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Zusammenfassung Die zunehmende Bedeutung digitaler Plattformen für die moderne Gesellschaft wird bisher noch nicht hinreichend von einem übergreifenden Interesse an einer allgemeinen Theorie begleitet. Der Beitrag steuert aus systemtheoretischer Perspektive erste Vorarbeiten zu einem solchen Vorhaben bei. In Abgrenzung zu bestehenden Konzeptualisierungen digitaler Plattformen als Techniken, Märkte, Netzwerke oder Organisationen bestimmt er diese als soziale Systeme sui generis. Insbesondere das Festhalten am Organisationsbegriff eröffnet dabei aussichtsreiche Vergleichspunkte für Funktionsbestimmungen digitaler Plattformen. Anders als Organisationen konstituieren sich diese nicht durch die Konditionierung von Mitgliedschafts-, sondern von Sichtbarkeitserwartungen. Digitale Plattformen leisten analog zu Organisationen eine Maximierung der Generalisierung von Verhaltenserwartungen in allen drei Sinndimensionen zugleich. Anders als Organisationen leisten sie diese Maximierung aber zeitlich über Kognitionen, sachlich über Programme und sozial über materiell-technisierte Spuren.