Creating Worlds that Create Audiences : Theorising Personal Data Markets in the Age of Communicative Capitalism

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dc.contributor.author Charitsis, Vassilis
dc.contributor.author Zwick, Detlev
dc.contributor.author Bradshaw, Alan
dc.date.accessioned 2018-11-26T11:28:01Z
dc.date.available 2018-11-26T11:28:01Z
dc.date.issued 2018-09-30
dc.identifier.citation Charitsis , V , Zwick , D & Bradshaw , A 2018 , ' Creating Worlds that Create Audiences : Theorising Personal Data Markets in the Age of Communicative Capitalism ' , TripleC - Journal for a Global Sustainable Information Society , vol. 16 , no. 2 , pp. 820-834 . https://doi.org/10.31269/triplec.v16i2.1041
dc.identifier.other PURE: 115770022
dc.identifier.other PURE UUID: 68c92989-839e-4a63-ba52-0aeddcc06b7f
dc.identifier.other Scopus: 85056710982
dc.identifier.other ORCID: /0000-0003-3745-0120/work/52866691
dc.identifier.other WOS: 000452501000001
dc.identifier.uri http://hdl.handle.net/10138/266780
dc.description.abstract In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences. Keywords: personal data markets en
dc.format.extent 15
dc.language.iso eng
dc.relation.ispartof TripleC - Journal for a Global Sustainable Information Society
dc.rights cc_by_nc_nd
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 512 Business and Management
dc.subject 518 Media and communications
dc.title Creating Worlds that Create Audiences : Theorising Personal Data Markets in the Age of Communicative Capitalism en
dc.type Article
dc.contributor.organization Centre for Consumer Society Research
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.31269/triplec.v16i2.1041
dc.relation.issn 1726-670X
dc.rights.accesslevel openAccess
dc.type.version publishedVersion

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