{"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":9,"pdf_page":23,"physical_index":23,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"c6f8ac8f0aa8433521e9c56c473f79787ddb9d38edf7cbe6d63dbc03fb9e6279"},"chapter":"DIGITAL CAPITALISM","content":"Chapter 6’s title is “Dallas Smythe and Digital Labour”. Dallas Smythe established the notions of the audience commodity and audience labour in 1977 for understanding the political economy of commercial media using advertising as their capital accumulation model. His article has resulted in a foundational debate of Media and Communication Studies that involved Smythe Graham Murdock and Bill Livant. In recent years there has been a very significant rise of references to Smythe’s concepts of audience labour/ commodification in academic works. This increasing interest has on the one hand to do with a return of a stronger interest in Marx’s works and Marxist political economy as well as the rise of social media platforms such as Facebook, YouTube, Twitter, Weibo, Pinterest, Instagram, Blogspot, VKontakte, LinkedIn, Tumblr etc. that use targeted advertising as their capital accumulation model. Explaining how this form of capital accumulation model rises has resulted in the development of the category of digital labour. This chapter presents foundations of how to use Dallas Smythe for understanding digital labour on advertising-funded social media.\n\nChapter 7 holds the title “From Digital Positivism and Administrative Big Data Analytics Towards Critical Digital and Social Media Research”. It argues for a paradigm shift in the study of the Internet and digital/social media. Big data analytics is the dominant paradigm. It receives large amounts of funding, is administrative and is a form of digital positivism. Critical social media research is an alternative approach that combines critical social media theory, critical digital methods and critical-realist social media research ethics. Strengthening the second approach is a material question of power in academia.\n\nChapter 8 holds the title “Social Media, Big Data, and Critical Marketing”. Its task is to critically understand social media and big data’s political economy. It outlines key classical texts (section 8.2), contemporary texts (section 8.3), and future research directions (section 8.4) that can help us achieve this goal. The focuses on four classical thinkers and one text by each of them: Dallas Smythe, Karl Marx, Raymond Williams, and Sut Jhally. The chapter also focuses on two key areas of current critical research about social media: digital labour and digital alienation.\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. Chapter 8 identifies possible research questions that remain fairly unexplored and could be taken up by PhD students and other scholars.\n\n“Social Media and the Capitalist Crisis” is the title of chapter 9. It focuses on an analysis of social media’s roles in the crisis of capitalism. I first present a Marxist analysis of the causes of the ongoing capitalist crisis. It focuses on empirical indicators that measure the development of factors that influence the Marxian rate of profit. The second part discusses the role of targeted social media advertising in the crisis. It focuses on the development of global advertising since the start of the crisis in 2008 and processes of financialisation. The social media industry stands in the context of these developments. The third part discusses ideology in the context of social media. I present empirical results that challenge the idea that contemporary rebellions and revolutions are Twitter revolutions, but stress at the same time that we can also not completely dismiss the role of the Internet in collective action, but rather need a dialectical-realist analysis grounded in empirical social research. I also present some initial empirical findings of the phenomenon of red scare 2.0 in the United Kingdom. It shows how anti-socialist ideology about Jeremy Corbyn is played out and challenged on Twitter. The presentation aims to show how social media are in complex ways embedded into the contradictions of capitalist society, economy, politics and ideology.\n\nChapter One | Introduction: What is Digital Capitalism?\n\n9\n\nThis Book’s Chapters","previous_page":8,"next_page":10}