{"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":203,"pdf_page":217,"physical_index":217,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"fb7c1cd2bdefab4c6226e77a82fc042101db7b1af76c16cf7abd1dcb37bf4962"},"chapter":"DIGITAL CAPITALISM","content":"A capitalist corporation invests monetary capital M for purchasing specific commodities C as means of production. This includes labour-power (variable capital v) as well as resources and instruments (constant capital c). Labour-power is the subjective dimension of the means of production. Resources and instruments form the means of production’s objective dimension. In the production process P workers transform the objects in order to create a new commodity $\\complement ^ { \\prime }$ , in which labour-time and a surplusproduct are objectified. The new product is more than the sum of its elements. When the commodity $\\complement ^ { \\prime }$ is successfully sold then an increased capital sum $\\mathsf { M } ^ { \\prime }$ is created. A part of $\\complement ^ { \\prime }$ is reinvested so that a new cycle of accumulation starts, while other parts are paid out as interest, dividends, bonuses, and rent. The point of capitalism is the accumulation of capital, production with a monetary profit. The commodity $\\complement ^ { \\prime }$ is sold at a price that is higher than the investment costs. The commodity $\\complement ^ { \\prime }$ and its value are created by labour. But the workers do not own the products they create. They are only remunerated for part of their work in the form of wages. The surplus-value and surplusproduct they create remain unremunerated. The key aspect of capitalism is that capital accumulation can only work by exploiting workers, which means that part of their labour is unpaid and that capitalists own the products that workers create.\n\nThe question that arises in the context of social media is how Marx’s framework can be used. The access to Facebook, Google, YouTube, Twitter, etc. is not a commodity. This also implies that these companies’ paid employees do not create a commodity, but rather a gift. But all of these companies are for profit. So there must be a different commodity and a different kind of value-generating activity. Marx’s framework can be modified for social media capitalism as follows (Fuchs 2010, 2012, 2014 [chapter 11], 2015 [chapter 5]):\n\n$$\n\\mathsf { M } - \\mathsf { C } \\left( \\mathsf { c } , \\mathsf { v } \\mathsf { 1 } \\right) . . \\mathsf { P 1 } \\left( \\mathsf { s o c i a l \\ m e d i a \\ p l a t f o r m } \\right) , \\mathsf { v } 2 . . \\mathsf { P 2 } . . \\mathsf { C } ^ { \\prime } - \\mathsf { M } ^ { \\prime }\n$$\n\nv1 is the paid employees who create and maintain the social media platform. Access to the platform is a gift, a “free lunch” for the users, who form the unpaid labour force v2. Their online activities create in the second production process P2 the big data commodity $\\complement ^ { \\prime }$ that is sold to advertisers so that an increased sum of monetary capital M’ can be accumulated. All labour-producing commodities for capitalists involve unpaid labour that creates surplus-value.\n\nThe difference between regular wage labour and unpaid digital labour is that in the latter case there is no wage, which means that all labour-time is surplus labour-time. This circumstance is a feature that social media’s digital labour shares with housework (Fuchs 2010, 2018). Kylie Jarrett (2016) uses the notion of the digital housewife for pointing out parallels between unpaid online labour and houseworkers’ domestic, reproductive labour. “Consumer labour is akin to domestic labour […] because it is a site of social reproduction: a site for the making and re-making of the social, affective, ideological and psychological states of being that (may) accord with appropriate capitalist subjectivities” (Jarrett, 2016, 71).\n\nChapter Eight | Big Data and Critical Marketing\n\n203\n\nCurrent Key Areas of Research","previous_page":202,"next_page":204}