--- schema_version: "library-reader-v1" source_type: "original_book" title: "Digital Capitalism" author: null edition: null publisher: null year: null isbn: "2021022153" library_document_id: "50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed" source_sha256: "746bfc1e2253e11737253daad663d7176077b6b54343c2c35f6f132990452fbc" pdf_physical_page_count: 343 pdf_physical_page_index_base: 0 range_start: 330 range_count: 10 html_url: "https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed?start=330&limit=10" markdown_url: "https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed.md?start=330&limit=10" previous_url: "https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed.md?start=320&limit=10" next_url: "https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed.md?start=340&limit=10" --- # Digital Capitalism > 页码规则：PDF_PHYSICAL_PAGE_INDEX 是从 0 开始的权威文件物理页索引；PRINTED_PAGE 是页面中识别出的印刷页码，可能为空，二者不得混用。 ## PDF_PHYSICAL_PAGE_INDEX=330 | PRINTED_PAGE=316 Capitol. Digital right-wing authoritarianism involves the online communication of topdown leadership, nationalism, the friend/enemy-scheme, violence, and law-and-order politics. Digital authoritarianism is an ideology that helps distracting attention from the real causes of society’s problems and the roles of class, exploitation, and domination in these problems. Digital fascism means the communication of fascism online as well as fascist groups and individuals’ use of digital technologies as means of information, communication, and organisation. Fascism is a particular form of right-wing authoritarianism that aims at killing the identified enemies by the use of violence, terror, and war. In digital fascism, fascists make use of digital technologies for trying to advance violence, terror, and war as means for the establishment of a fascist society. The scapegoats that fascist ideology constructs and against whom it agitates online include, for example, immigrants, socialists, liberals, intellectuals, experts, and democrats (see section 9.5 in chapter 9). Digital ideology not just means ideology on the Internet but also ideology of the digital, that is, the digital as ideology. Digital ideology conveys the impression that computing with necessity brings about certain changes of society that cannot be undone or stopped. As a consequence, digital ideology with is fetishistic aura of novelty, speed, and pseudo-radicalness that distracts attention from class, exploitation, domination, and other social relations. Big data fetishism is an example of digital ideology. The ideology of big data assumes that data is the new oil and is bringing about a radically novel society (see section 3.4 in chapter 3; see also section 9.4 in chapter 9). But big data is embedded into capitalist relations, into big data capitalism as aspect of digital capitalism. Cultural, media, and creative digital labour appears to be less reified and alienated than manual labour, but is often organised as precarious labour that does not provide adequate social, job, and income securities. Such workers form a relatively new stratum of the working class that is highly exploited and confronted with the ideology that their labour is fun and self-determined. Luc Boltanski and Ève Chiapello have in this context coined the notion of the new spirit of capitalism, a kind of reified class consciousness of cultural, media, and digital workers in the age of digital capitalism (see section 3.3 in chapter 3 and section 2.3.4 in chapter 2). Fake news online is another aspect of ideology in the age of digital capitalism. Fake news is as old as the tabloid press, but in the online world fake news can spread quickly, can be individually targeted, and it is often hard to distinguish if online behaviour in the context of fake news is conducted by humans or algorithms. Right-wing movements try to make use of social media for spreading their propaganda and challenging socialist and liberal political positions and worldviews online. They not just use bots and traditional lobbying methods online, but often also resort to threats, bullying, and hate speech. 316 Conclusion ## PDF_PHYSICAL_PAGE_INDEX=331 | PRINTED_PAGE=317 13.5 Alternatives to Digital Capitalism There are two major alternatives to digital capital (see section 2.4 in chapter 2): on the one hand, the renewal of the movement of co-operatives and self-managed companies in the form of platform co-operatives, that is, Internet platforms that are self-managed by users and digital workers; and on the other hand, the creation of public Internet platforms through a network of public service media. Many platform co-operatives do not make it from concept to reality and many soon disappear again. Digital socialism is the democratic and humanist alternative to digital capitalism. Digital capital is organised and acts globally. Workers, political regulation, and political groups are in contrast predominantly confined to the national level. Marx and Engels argued that struggles for alternatives require internationalism and called for the workers of all lands to unite in a political movement. In order to establish democratic digital socialism as alternative to digital capitalism, the digital workers of all countries have to unite in an international trade digital labour union and a political movement. Chapter Thirteen | Conclusion 317 Alternatives to Digital Capitalism ## PDF_PHYSICAL_PAGE_INDEX=332 | PRINTED_PAGE=NOT_DETECTED ## PDF_PHYSICAL_PAGE_INDEX=333 | PRINTED_PAGE=NOT_DETECTED accumulation in capitalist society 22–23, 141 role of 29 Adorno, Theodor W. 3, 105–126, 315 advertising 9–10, 31–32, 60–61, 69, 75, 87, 91, 99, 108–111, 129, 131, 148–151, 157–162, 164–170, 172, 191, 194–195, 198–200, 204–205, 207, 209–213, 219–223, 228, 232, 237, 242, 245, 249–250, 252, 261, 272, 274, 279, 286, 288, 292, 295, 306 audience labour, digital labour 162 targeted, crisis 219–223 Advertising: Magic System 198–202 Advertising as Religion: The Dialectic of Technology and Magic 198–202 advertising clients 160, 164 Facebook, economic relationship 164 advertising revenue, global 220 Afrewatch 241 algorithmic auctions 162 as antagonistic social relations 138 matrix 209 with knowledge/communication 142 in society 138 alternatives to digital capitalism 73, 311, 317 Amnesty International 241 Andrejevic, Mark 97, 101, 159, 170, 207, 211 antagonism digital capitalism 13, 22, 24, 30, 63, 71, 99, 121–122, 138, 141, 143, 153, 312 digital productive forces, vs. capitalist relations of production 71–72 anti-fascists 87 anti-racists 87 Apple subvertisement 151 arts, labour productivity in 298 Arts and Humanities Research Council, UK! 179–180 audience labour 157–162 digital labour 159–162 algorithmic auctions 162 creativity 161 personalised advertising 162 on social media 161–162 social relations 161 surveillance 161 targeted advertising 162 authoritarian character in economy 138 Index ## PDF_PHYSICAL_PAGE_INDEX=334 | PRINTED_PAGE=320 authoritarian ideology 85, 111 authoritarianism 30, 84–85, 87, 105, 109, 111, 113–115, 117, 122–123, 181, 225, 315–316 concept of, digital authoritarianism 315 digital 111–119 friend/enemy-scheme 115–117 law-and-order politics 117–119 nationalism 114–115 top-down leadership 113–114 violence 117–119 right-wing 112 model 112 autonomy 55, 89, 91, 95, 122 as element of technological fetishism 95 Benn, Tony 225–226 big data 193–212 analytics 177–192 critique of 97–99 big data capitalism, technologica fetishism 94–96 Boltanski 55, 74, 89–90, 102, Luc calculation of capital, capitalism as 13–16 capitalism 246–250 as calculation of capital 13–16 commonalities of 14–16 communication 152–153 defining 3–38 digital, alternatives to 317 as entrepreneurial acquisition, modern 11–12 as entrepreneurial creative destruction 12 as formation of society 16–21 modern, as entrepreneurial acquisition 11–12 new spirit of 89–90 patriarchy, slavery, and racism in age of digital capitalism and digital labour 231–232 varieties of 14–16 vs. digital society 119–122 capitalist accumulation 22–23 capitalist crisis 213–219 capitalist relations of production, vs. digital productive forces 71–72 capitalist society accumulation 22, 141 levels 21 structures 21, 141 Central African Republic 245 Chiapello, Eve 55, 74, 89–90, 102 cinema advertising 220 development of global advertising revenue 220 global advertising revenue 220 class analysis 182 in understanding communication 180 class consciousness, history 79–104 co-operatives 317 platform 317 commercial social media 207, 236 commodities, digital culture industry 109 commodity consumption 108, 151, 199 communication 127–156 accumulation 139–143 alienation 137–138 alienation with 142 base/superstructure 129–131 in capitalism 152–153 digital capitalism 143–146 in digital life 127–156 everyday 134 in everyday life 131–137, 152 level, living, distinction between 133 levels of society 133 320 Index ## PDF_PHYSICAL_PAGE_INDEX=335 | PRINTED_PAGE=321 of ideology 146–151, 153 means of 136 primary communication technologies 136 quaternary communication technologies 136 tertiary communication technologies 136 practices 128–129 protest mobilization 224 sector, labour productivity 297 communication structures 128–129 economic/non-economic 129–131 material/non-material 129–131 communication technologies, reification 93–99 Communications: Blindspot of Western Marxism 194–196 communications today, elements in Marx's works 182–183 alternatives 181 class analysis 180 crisis 180 dialectical philosophy 180 global communication 182 praxis communication 182 communicative capitalism antagonisms of 143 role of accumulation in 142 computational social science 42–45 as digital positivism 7, 71 concept of authoritarianism, digital authoritarianism 315 concept of society 128–131 conglomerates 30, 121 construction 30–31, 121, 187, 268 consumer goods purchases 236 consumers 16, 31, 64, 69, 73, 108, 148, 151, 153, 204, 218, 233–234, 236, 249, 280, 315 corporations, digital, transnational 314 cost-per-click bid, Facebook 245 creativity 55, 89, 99, 132, 161, 276, 278, 298, 302, 304 audience labour, digital labour 161 crisis 9–10, 83–84, 177, 181–183, 191, 205, 212–213, 215, 217, 219, 221, 223–225, 227–229, 269, 277, 284, 303, 305 capitalist 213–219 targeted advertising 219–223 critical digital research 177–192 critical marketing 193–212 critical-realist social media research ethics 187–189 Critique of Dialectical Reason 135, 154 Critique of Everyday Life 127–156 critique of quantification 96–99 cultural workers 108 culture industry 3, 32, 105–109, 122, 124, 131, 148–149, 272, 313 subjects, human meaning-making 108 defining capitalism 11–25 Deliveroo’s self-presentation, worker freedom model 57 Democratic Republic of Congo 241, 245, 259–260 dialectical philosophy 147, 180, 182, 191 digital alienation 207–208 matrix 209 digital authoritarianism 111–119 F-scale, concept of authoritarianism 315 friend/enemy-scheme 115–117 law-and-order politics 117–119 nationalism 114–115 Index 321 ## PDF_PHYSICAL_PAGE_INDEX=336 | PRINTED_PAGE=322 top-down leadership 113–114 violence 117–119 digital capitalism 311–313 alternatives to 73, 317 antagonisms 30, 143 economic aspects of 313–315 ideological aspects 315–317 media in 105–126 political aspects 315 role of accumulation 29, 142 working class struggles 61–70 digital condition, working class 47 relative surplus-value production 48–49 digital corporations, transnational 314 digital culture industry 108–111 commodities in 109 digital determinism 95, 100 digital fascism 316 digital labour 157–174, 202–207 audience labour 159–162 algorithmic auctions 162 creativity 161 on social media 161–162 surveillance 161 targeted advertising 162 imperialism 255–270 international division of 258–266 productive labour 162–168 digital positivism 3, 7, 9, 70–71, 75, 99–10 124, 148, 153–154, 177–192 social science as, computational critique 71 digital productive forces, vs. capitalist relations of production 71–72 digital society, vs. capitalism 119–122 digital working class struggles 73 disalienation 138, 142 Dolata, Ulrich 31–32, 34 economic/non-economic communication structures 129–131 economy authoritarian character in 138 culture, relationship of 152 humanistic character in 138 energy 30, 54, 119, 121, 277 Engels, Friedrich 3–4, 7, 34–35, 41–78, 82, 103, 125, 155, 197, 212, 252, 259, 268–270, 313, 317 entertainment, labour productivity in 298 entrepreneurial acquisition, modern capitalism as 11–12 entrepreneurial creative destruction, capitalism as 12 ethics, media research, critical-realist social 187–189 EU15 countries 214–215 economic development in 215 everyday communication 74, 134, 137 everyday life 3–4, 6, 74, 92, 108, 127, 129–135, 137, 139–141, 143–152, 154–155, 193, 218, 246 everyday life/communication 134 Everyday Life in Modern World 127 Everyday Life in the Modern World 154 exploitation 5, 10, 12–14, 16, 33, 42, 45, 71–72, 80, 94–95, 122, 137–138, 142, 145–146, 150, 152–153, 159, 169–171, 181, 183, 196–197, 204, 206–208, 211, 214–215, 229, 231, 235, 241, 243, 246–247, 250–251, 256, 258–260, 263–265, 267–268, 278–279, 287, 311–312, 315–316 F-scale concept of authoritarianism, concept of authoritarianism, digital authoritarianism 315 322 Index ## PDF_PHYSICAL_PAGE_INDEX=337 | PRINTED_PAGE=323 Facebook 4, 7, 9–10, 29–32, 42, 60, 64–65, 85, 91, 94–95, 99, 109–111, 149–150, 157, 159, 164–170, 177–178, 184–185, 193–194, 200–205, 207, 209–211, 213, 220–221, 223–224, 229–234, 239–240, 243–246, 249–251, 271, 279–280, 315 advertising clients, economic relationship 164 labour 10, 59–60, 233–234, 239–240, 250 commodity consumption 234 profits 221 suggested cost-per-click bid 245 fake news 87, 91–92, 94, 102, 109, 117, 124–125, 316 online 91–92 fascism 23, 30, 68, 87, 109, 111, 181, 229, 316 digital 316 feminism 59, 74–76, 158, 171, 194, 196, 212, 231, 252, 271 Marxist 196 fetishism 16, 82–83, 94, 97, 99–100, 111, 146–147, 172, 196–201, 211, 244, 247, 249, 267 capitalism 146 technological big data capitalism 94–96 features of 95–96 Fetishism of Commodity and its Secret Forms 196–198 Fisher, Eran 55, 74, 171, 204, 207–208, 211, 213, 229, 271, 302 formation of society, capitalism as 16–21 forms of ownership 259 Foxconn, absolute surplus-value production at 49–53 Frankfurt School 13, 198 friend/enemy-scheme in digital authoritarianism 115–117 element of right-wing authoritarian ideology 85 Fuchs, Christian 1, 3–4, 8–9, 13–14, 20–21, 32, 37, 68–69, 72, 83, 94, 98–99, 105, 111, 125, 127, 145–146, 151, 157, 162, 164, 171, 173, 175–176, 196, 198, 201, 204–205, 211, 216–218, 223, 227, 238–239, 245–246, 255–256, 258, 271, 273–274, 277, 279–280, 285–287, 292–294, 299, 316–317 German economy, monetary expression of labour-time 288 Gesellschaftsformation; see Formation of society global advertising revenue 220 global communication 182 global gross market value, over-the-counter derivatives in world GDP 218 Google play labour 53–56 profits, development of 221 Greater London Council 225 Harvey, David 21–23 Heilbroner, Robert L. 23–25 history, class consciousness and 79–104 Hours of Work (Commerce and Offices) Convention 66 Hours of Work (Industry) Convention 66 household management 236–237 housework 59–60, 72, 74, 231–237, 240, 243–244, 246–247, 249, 251 commodity consumption 234 digital labour and 232–239 The Housing Question 41, 73–74 human meaning-making 108 humanistic character in economy 138 ideology communication of 146–151, 153 as reified class consciousness 80–83 reified consciousness 79–88 Index 323 ## PDF_PHYSICAL_PAGE_INDEX=338 | PRINTED_PAGE=324 imperialism digital labour 255–270 division of labour 257–258 industry 3, 10, 30–32, 48–49, 54, 64, 75, 94–96, 105–109, 120–122, 124, 131, 144, 148–149, 167–168, 172, 177, 205, 219, 223, 245, 261, 264, 271–274, 276–277, 279, 281, 283, 285, 287, 289, 291–294, 296, 300, 313 information economy 271–305 information industry, labour theory of value 277–295 information sector, labour productivity 297 information society, knowledge workers in 93–94 intellectual workers 93 international, digital labour division 71 International Association of Workers 225 International Day Against Fascism and Antisemitism 87 international division of digital labour 258–266 International Labour Organization 66, 265 International Standard Industrial Classification of All Economic Activities 306–308 Internet 1, 17–19, 21–24, 40, 45, 63, 71, 74, 76, 79, 82–84, 99, 103, 106, 108, 113, 123, 125, 136, 150, 156, 158, 163, 183, 191, 193, 195–196, 201, 203, 205–206, 216, 223–224, 233–234, 237, 246–247, 251, 262–263, 275, 282, 285–286, 293, 309, 313, 315–317, 328–329, 331 global advertising revenue 220 reified consciousness 84–88 Jhallly, Sut 194, 198–202, 212, 252 Johnson, Boris 116 journalism, reification 88–92 knowledge/communication, alienation with 142 knowledge workers, in information society 93–94 labour, characteristics of 248 labour productivity 295–299 communication sector 297 information sector 297 manufacturing 50 labour theory of value 271–305 information industry 277–295 law-and-order politics, in digital authoritarianism 117–119 Lazer, David 42, 76 leadership 85–86, 93, 99, 113, 122, 226, 316 Lefebvre, Henri 3–4, 6, 34, 127–137, 139–140, 142–155, 311, 315 levels of capitalist society 21 levels of society 133 Livant, Bill 157 Livingstone, Ken 225 Lukács, Georg 3, 79–104 on journalism 88–89 technological fetishism, big data capitalism 94–96 magazines 131, 136, 160, 220, 264 global advertising revenue 220 Malawi 245 Manifesto of Computational Social Science 43, 74 manufacturing 30–31, 48, 50–51, 53–54, 93, 121, 242, 260–262, 264, 267, 276, 293–294, 306 labour productivity growth 50 324 Index ## PDF_PHYSICAL_PAGE_INDEX=339 | PRINTED_PAGE=325 Marx, Karl 3, 16–21, 47, 76–77, 103, 125, 155, 172, 181–184, 194–198, 212, 229, 252, 270, 277–295, 304 Fetishism of Commodity and its Secret Forms 196–198 Marxism 34, 75–76, 125, 127, 129–130, 147, 155, 158, 172–173, 194, 212, 253, 271 Marxist feminism 158, 196, 231, 271 material/non-material communication structures 129–131 matrix of digital alienation 209 McDonald’s 114, 200 means of communication 136 primary communication technologies 136 quaternary communication technologies 136 quinary communication technologies 136 secondary communication technologies 136 tertiary communication technologies 136 types of 136 media in digital capitalism 105–126 media research ethics, critical-realist social 187–189 militarism, in right-wing authoritarian ideology 86 mobilization of protest, forms of communication in 224 modern capitalism, as entrepreneurial acquisition 11–12 Mosco, Vincent 35, 97, 181, 190–192, 213, 229 Murdock, Graham 157, 159, 172, 303 nationalism 23, 84–86, 99, 109, 111–112, 122–124, 142, 181, 229, 244, 250, 316 in digital authoritarianism 114–115 element of right-wing authoritarian ideology 86 nationalisms online, reified consciousness on Internet 84–88 new nationalisms online 84–88 reified consciousness on Internet 84–88 new spirit of capitalism 89–90 New Unionism 63 news, fake 87, 91–92, 94, 102, 109, 117, 124–125, 316 online 91–92 newspapers 41, 109, 136, 144, 162, 188, 220, 299 global advertising revenue 220 OccupyMedial The Occupy Movement and Social Media in Crisis Capitalism 224, 245, 276, 300 online fake news 91–92 outdoor advertising, global revenue 220 Outlines of Critique of Political Economy 41, 47, 74 over-the-counter derivatives, world GDP, global gross market value 218 ownership, forms of 259 patriarchy 246–250 personalised advertising, audience labour, digital labour 162 platform co-operatives 317 platform workers 57–59 positivism 3, 7, 9, 42, 44–45, 70–71, 75, 98–100, 124, 148, 153–154, 177, 179, 181–185, 187, 189, 191 positivist big data analytics 179–181 praxis communication 182 primary communication technologies 136 production, capitalist relations of, vs. digital productive forces 71–72 Production of Space 34, 128, 154 productive labour, digital labour 162–168 protest, mobilization, forms of communication in 224 Index 325 下一段：[继续读取](https://workshop.closeclaw.top/api/ai/read/50b7f922-b940-4a05-8eb0-c4dc0d8ec9ed.md?start=340&limit=10)