“…When capitalist interests took over
However, just as the American sociologist Daniel Bell predicted in his book on the post-industrial society, dominant interests and capitalist power would eventually – with some help from the US government and the EU – fully appropriate the internet and commodify the information society, bringing it firmly in line with capitalist interests and wealth creation. In stark contrast to the myth of the internet being a level-playing field of equal opportunities, the commercialisation of the internet led to an extreme and global oligopolisation accelerated by network effects characterised by a “winner-takes-all” logic. This was achieved through two old models of media monetisation, namely subscription advertising, often combined. Subscription models are platforms designed to counter the illegal downloading of media content such as Netflix and Spotify, but also the ways in which alternative platforms encourage donations by their audiences. The advertising model is more prevalent, however, because of the free culture ideology that accompanied the emergence of the internet.
In the age of social media and big data, the advertising model has become both more sophisticated and more insidious. The privileging of data extraction models and the commodification of our sociality and everything this reveals about us, led to an era of “surveillance capitalism”, whose “mechanisms and economic imperatives have become the default model for most internet-based businesses”. The very idea of a “free” internet, as advocated by the alternative cyberpunks and lodged into the popular imagination, has paradoxically fuelled a mainstream business model based on the commodification of users’ sociality and their digital footprint. As a result, capitalism today does not only feed off our collective labour, but “every aspect of every human’s experience”…”