I think it falls under Social Media, but I put TV and radio there too. Personally, it's interesting what Medium has done for me. Since joining, I've spent much less time engaged with other social media. I've found positive voices on Medium, and they belong to people who are willing to be vulnerable. Not only in their writing but also with their support of others. Consistent positivity is not what I get with TV, Facebook, work, etc. An environment so conducive to friendship is not what I expected.
Nevertheless, I see it as a workplace where cultural and ethical standards apply.
Given the nature of the relationships and that Medium is a business entity, I think we've raised the bar of organizational development.