On-Line Life in a Commercialised World : The Commodification of Mediated Social Relations

• Media usage has always included aspects of commodification. The media audience has been targeted as a recipient of advertising when watching (commercial) TV or reading newspapers. The advent of the Internet has further developed this commodification of the media audience. In many ways, everyday space is becoming more commercial in its organisation, citizens are being transformed into consumers and, in the long run, free speech conducted online is not free as it will be tracked, saved and used for commercial purposes. This chapter draws on a Swedish national representative survey asking re- spondents about their views on different aspects of commodification of their life online. The results indicate a rather sceptical view towards different forms of commodification related to Internet use among Swedish citizens. However, younger respondents, those with liberal market values and frequent Internet users embrace a more permissive view of a more commodified media environment. Two avenues are suggested for resisting such developments, targeting media producers and users. 

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications (hsv//eng)

Nyckelord

commercialisation

audience

digital media

media ethics

opinions

Internet

Publikations- och innehållstyp

vet (ämneskategori)

kap (ämneskategori)