From Platform to Profit Machine: Applying the Expressive Space Framework to Preply's EdTech Model

This paper critically examines the structural design and incentive mechanisms of the online language-learning platform Preply through the lens of the Expressive Space Framework—a theoretical model focused on sustainable and equitable digital labor. Drawing on over two years of first-hand experience as a tutor on the platform, the author analyzes how Preply's business logic prioritizes engagement and profitability over educational outcomes, and how it erodes the psychological autonomy, creative flow, economic transparency, and emotional support of its educators. The paper proposes a redesign grounded in expressive well-being, offering practical pathways toward a more ethical and sustainable EdTech model. This work contributes to the growing discourse around digital labor, algorithmic governance, and the future of creator-centric platforms.