{"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":208,"pdf_page":222,"physical_index":222,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"e6e8a2ca4afa7fe956f5c1ffbbd33a09250dec80823c30a4eca1102b6cff8b3a"},"chapter":"DIGITAL CAPITALISM","content":"By thus doing they also exacerbate their exploitation. (Fisher 2012, 179)\n\nFisher’s conclusion is that on social media, low alienation creates high exploitation.\n\nAndrejevic and Fisher have two different understandings of digital alienation. For Andrejevic, it is an objective condition, while for Fisher it is a subjective feeling. We do, however, not have to categorically separate subjective and objective alienation. Alienation is both an objective condition and something that is or is not felt. In the book Critical Theory of Communication (Fuchs 2016), I have suggested a matrix of alienation that distinguishes three types and three dimensions of alienation. We can discern between economic, political, and cultural alienations. Each of these types is organised on the subjective level (attitudes and feelings), the intersubjective level (social agency and interaction), and the objective level (structures and products of activity). Combining these types and levels results in a matrix with nine forms of alienation (Fuchs 2016, 167). The alienation matrix can be applied to Facebook and other commercial social media platform (see Table 8.1).\n\nOne important aspect of the matrix of digital alienation is that it goes beyond the economic realm. It also covers forms of political control and cultural disrespect. Social media is also a realm of the accumulation of political and cultural power that produces winners and losers. Another important aspect of the matrix is that objective digital alienation does not automatically imply subjective digital alienation. Although Facebook users are objectively exploited, they do not necessarily feel exploited, seeing that there is inverse commodity fetishism on corporate social media platforms. We therefore have to distinguish between feelings of digital alienation and non-alienation. In general, there is only an opportunity for societal change when conditions and the collective structure of feelings of alienation coincide. There is, however, also no guarantee that such change will automatically or necessarily be politically progressive in character.\n\n8.4 Directions for Future Research\n\nStudying social media and big data from a critical marketing perspective is interesting but also complex. It involves multiple dimensions, topics, questions, and approaches. This section identifies possible research questions that remain fairly unexplored and could be taken up by PhD students and other scholars. The list that follows is not complete, rather, it provides some examples.\n\n208\n\nThemes","previous_page":207,"next_page":209}