{"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":205,"pdf_page":219,"physical_index":219,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"925e0a32d5989cb6f925503cf7fbac3a6944ccdeb6ecccfd409d796cbe7781dd"},"chapter":"DIGITAL CAPITALISM","content":"1) The 2008 crisis of capitalism and its consequences show that Marx was right and remains important. Marx was a historical and dialectical thinker. Just like capitalism remains the same by constantly changing, also the categories used for analysing capitalism undergo a dialectic of continuity and change. The transformation of the Marxian formula of capital accumulation from M – C (c, v).. P.. C’ – M’ into M – C (c, v1).. P1, v2.. P2.. C’ – M’ on social media shows that the online targeted-advertising economy is based on such a dialectic of continuity and change;\n\n2) If you assume that only wage workers are exploited in capitalism and that only a wage worker can be a productive worker, then the implication is that house workers, who are still predominantly female, and the world’s estimated 30 million slaves are also not exploited. Your assumption is politically problematic. Marx saw productive labour as value-generating labour. One can produce value for capital without being paid;\n\n3) There is in general a dialectic of production and consumption. Production involves the consumption of the means of production. Consumption produces meanings, effects, and the need for more production. Social media is different from traditional communication technologies. On social media, there is not a clear differentiation between producers and consumers of content or between production, circulation, and consumption technologies. The computer is a convergence technology. Consumption on social media is better termed “usage”. And usage is also the production of data, meta-data, and often user-generated content. Social media users are prosumers;\n\n4) The reason why a commodity produced by a brand company is much more expensive than a standard commodity has to do with the fact that branding involves advertising and marketing labour. In the contemporary economy, advertising forms an important industry in itself. It is therefore unrealistic to dismiss this part of the economy as unproductive. One can charge rent on a persistent product that was only created once but does not need constant labour input for being re-produced. But the big data commodity is frequently updated and renewed, so there is an actual labour input and a renewal of the commodity. It is therefore not feasible to argue that Facebook is a rentier. A rentier is a monopolist who controls a specific resource (usually land or real estate) and charges money to tenants, users, or leasers. Marx argued that transport labour is a form of productive circulation labour. Transport labour is the labour that is needed for transporting a commodity from the place where it is produced to the places where it is sold and consumed. Audience labour and social media users’ digital labour is ideological transport labour that helps transporting advertisements that are commodity ideologies and product propaganda to users;\n\nChapter Eight | Big Data and Critical Marketing\n\n205\n\nCurrent Key Areas of Research","previous_page":204,"next_page":206}