{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title":"Digital Capitalism","author":null,"edition":null,"publisher":null,"year":null,"isbn":"2021022153","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","id":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","uuid":"50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title":"Digital Capitalism","normalized_title":"digitalcapitalism","author":null,"edition":null,"publisher":null,"year":null,"isbn":"2021022153","isbns":["2021022153","9781032119182","9781032119205","9781003222149","2405518376"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":343,"navigation_url":"https://workshop.closeclaw.top/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","title_url":"https://workshop.closeclaw.top/ai/title/Digital%20Capitalism","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed","page_url":"https://workshop.closeclaw.top/api/ai/books/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/page","search_url":"https://workshop.closeclaw.top/api/ai/books/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed/search"},"page":{"printed_page":162,"pdf_page":176,"physical_index":176,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"2a4d09d6c5b2167e980cf706ee10cd03f15dfd89069daa134252a60df120b105"},"chapter":"DIGITAL CAPITALISM","content":"• Targeted and personalised advertising: Advertising on capitalist social media can therefore more easily target user interests and personalise ads, whereas this is more difficult in commercial broadcasting.\n\n• Algorithmic auctions: Algorithms organise the pricing of the user data commodity in the form of auctions for online advertising spaces on the screens of a specific number of users. The ad prices on social media vary depending on the number of auctioneers, whereas the ad prices in newspapers and on radio and TV are set in a relatively fixed manner and are publicly advertised. User measurement uses predictive algorithms (if you like A, you may also like B because 100,000 people who like A also like B)\n\n6.3 Digital Labour and Productive Labour\n\nThe digital labour debate has been accompanied by the question how feasible Karl Marx’s labour theory of value is for understanding digital labour. And often-overlooked aspect is that this theory is a theory of time in capitalism and that digital labour needs therefore to be situated in the temporalities of capitalism (see Fuchs 2014b). One criticism brought forward against those who argue that users of corporate social media platforms that use targeted advertising are exploited has been that advertising as part of the sphere of circulation that only realises but does not create value, and that users’ activities are one or several of the following (see, e.g. Bolaño and Vieira, 2015; Comor 2014, Huws 2014, Reveley 2013, Rigi and Prey 2015; for a reply to these not always original arguments that tend to simply over and over repeat and re-iterate Michael Lebowitz’ view, see: Fuchs 2015): unproductive, no labour at all, less productive, a consumption of value generated by paid employees in sectors and companies that advertise on social media, or an expression of a system where what appears as profits are rents derived from the profits of advertisers. These opinions are not new but just a reformulation of Lebowitz’s criticism of Smythe.\n\n162\n\nTheorists","previous_page":161,"next_page":163}