{"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":201,"pdf_page":215,"physical_index":215,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"37388650075df0c0360cb44142f52e56c52c5b0448be3ea0f472734236d61e4c"},"chapter":"DIGITAL CAPITALISM","content":"The ideological effects of commodity fetishism are an immanent manipulative feature of online advertising. Social media also enable an algorithmically engineered form of manipulation, namely the manipulation of emotions and attention. This became evident when researchers from Princeton University conducted a large-scale experiment on Facebook (Kramer et al. 2014): The emotional tone of postings shown on the News feed of 689,003 users was manipulated. “Two parallel experiments were conducted for positive and negative emotion: One in which exposure to friends’ positive emotional content in their News Feed was reduced, and one in which exposure to negative emotional content in their News Feed was reduced” (Kramer et al. 2014, 8788). The\n\nresults suggest that the emotions expressed by friends, via online social networks, influence our own moods, constituting, to our knowledge, the first experimental evidence for massive-scale emotional contagion via social networks […], and providing support for previously contested claims that emotions spread via contagion through a network. (Kramer et al. 2014, 8789)\n\nSuch research has implications for advertising and marketing: if negative messages are kept from the News feed, then users are more likely to positively engage with content, including advertisements and the company’s postings. The experiment that was supported by Facebook also shows that technically it is easy to manipulate what is seen and not seen on the News feed. It is just a small step from research about manipulating emotions to practically conducting such manipulation. The effect would be that social media platforms would become purely positivist, suppressing attention to critical content, possibly also including the critique of politics and corporations. Facebook is a targeted advertising machine and one of the world’s largest advertising corporations. Manipulation for the sake of keeping users and advertising clients happy can easily result in the filtering out of critical postings. The result is then a platform that is an instrument of capitalist interests and censors everything that does not adhere to the logic of commodities.\n\nChapter Eight | Big Data and Critical Marketing\n\n201\n\nKey Theoretical Approaches","previous_page":200,"next_page":202}