{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"dadb939e-7360-4727-a1fb-be08c2f7a611","title":"Critical Theory of Communication New Readings of Lukács, Adorno, Marcuse, Honneth and Habermas in the Age of the Internet","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9781911534044","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"dadb939e-7360-4727-a1fb-be08c2f7a611","id":"dadb939e-7360-4727-a1fb-be08c2f7a611","uuid":"dadb939e-7360-4727-a1fb-be08c2f7a611","title":"Critical Theory of Communication New Readings of Lukács, Adorno, Marcuse, Honneth and Habermas in the Age of the Internet","normalized_title":"criticaltheoryofcommunicationnewreadingsoflukácsadornomarcusehonnethandhabermasintheageoftheinternet","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9781911534044","isbns":["9781911534044","9781911534051","9781911534068","9781911534075"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":236,"navigation_url":"https://workshop.closeclaw.top/ai/book/dadb939e-7360-4727-a1fb-be08c2f7a611","title_url":"https://workshop.closeclaw.top/ai/title/Critical%20Theory%20of%20Communication%20New%20Readings%20of%20Luk%C3%A1cs%2C%20Adorno%2C%20Marcuse%2C%20Honneth%20and%20Habermas%20in%20the%20Age%20of%20the%20Internet","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/dadb939e-7360-4727-a1fb-be08c2f7a611/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/dadb939e-7360-4727-a1fb-be08c2f7a611/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/dadb939e-7360-4727-a1fb-be08c2f7a611","page_url":"https://workshop.closeclaw.top/api/ai/books/dadb939e-7360-4727-a1fb-be08c2f7a611/page","search_url":"https://workshop.closeclaw.top/api/ai/books/dadb939e-7360-4727-a1fb-be08c2f7a611/search"},"page":{"printed_page":66,"pdf_page":70,"physical_index":70,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"63b512c600a84c5f69368fa7202af2be1830784d594bf621bf10d0b2f4e07ef6"},"chapter":"C H R I S T I A N F U C H S CRITICAL THEORY OF COMMUNICATION","content":"2.3.4. Online Targeted Advertising as Capital Accumulation Model: The Engaging/Connection/Sharing-Ideology\n\nIf we look at today’s media landscape, we can see that advertising plays a very important role in it (McKinsey, 2014). Lukács’ analysis that in the twentieth century advertising has become one of the dominant forms of ideology in capitalism is even more poignant in the twenty-first century. On the Internet, targeted advertising is the dominant business model (Fuchs, 2014, 2015). Its introduction in the first decade of the twenty-first century has been accompanied by new ideologies that try to justify and legitimate capitalist Internet platforms.\n\nInternet companies are a first kind of actor that spread Internet ideologies. Here are some examples:\n\n• Facebook says it provides ‘the power to share and to make the world more open and connected’.17\n\n• YouTube conceives the essence of freedom as the possibility ‘to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small’.18\n\n• For Twitter, the freedom of social media is ‘to connect with people, express yourself and discover what’s happening’ and ‘give everyone the power to create and share ideas and information instantly’.19\n\n• Instagram says it is a ‘fast, beautiful and fun way to share your life with friends and family’.20\n\n• tumblr says it enables you to ‘share the things you love’.21\n\n• Sina Weibo’s self-understanding22 is that it is a platform designed to ‘allow users to connect and share information anywhere, anytime and with anyone on our platform’ and provides ‘an array of online media and social networking services to our users to create a rich canvas for businesses and brand advertisers to connect and engage with their targeted audiences’.\n\nNot only do social media platforms’ marketing and PR departments advance the idea that social media is great because it allows engaging, connecting and sharing, but also some journalists and many consultants communicate such ideologies. They have business opportunities and capital accumulation in mind whenever they think of the Internet and are a second type of actor producing social media ideologies. Kevin Kelly (2009) for example, argued in Wired magazine that social media enables sharing, cooperation, collaboration, and collectivism. He celebrates ‘the power of sharing, cooperation, collaboration, openness, free pricing, and transparency’. Marketing guru Gary Vaynerchuk (2011) argues that social media enables the emergence of a thank you economy, in which entrepreneurs create ‘a culture of caring’ (233), empower ‘people to be forthright, creative, and generous’, and allow ‘customers to help you shape your brand or business’ (233). Also celebratory cultural studies scholars have used similar language for the analysis of social media. Such scholars are a third type of ideologues producing social media ideologies. Henry Jenkins writes for example that ‘the Web has become a site of consumer participation’ (Jenkins, 2008, 137).\n\n66\n\nCritical Theory of Communication","previous_page":65,"next_page":67}