https://newleftreview.org/II/92/emilie-bickerton-culture-after-google
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"As Taylor pointedly notes, the main source of Facebook’s and Google’s
profits is other firms’ advertising expenditure, an annual $700bn in the US; but this in turn depends on the
surplus extracted from workers who produce ‘actual things’. The logic of
advertising drives the tech giants’ voracious appetite for our data. In
2012 Google announced it would be collating information from its
multiple services—Gmail, maps, search, YouTube, etc.—to combine the
‘knowledge person’ (search queries, click-stream data), the ‘social
person’ (our email and social media networks) and the ‘embodied person’
(our physical whereabouts, tracked by the phones in our pockets) into a
single ‘3D profile’, to which advertisers
can buy access in real time. Facebook, which is now bundling users’
offline purchases with their profiles, ‘to make it easier for marketers
to reach their customers’, as Mark Zuckerberg put it, had a market value
of $104 billion on the day of its IPO.
Without our ‘likes’ and comments, our photos and tweets, our product
ratings or restaurant reviews, these companies would be worth nothing."
"If the corporations have prospered in the digital age, what of the
relationship between creative labour and technological innovation? For
the tech-utopians, the Web would be a paradise of collaborative
creativity, with art and knowledge produced for sheer pleasure. Richard
Florida’s Rise of the Creative Class (2002) hailed the advent of
the ‘information economy’, in which workers already controlled the means
of production, as these were inside their heads. The tension between
Protestant work ethic and Bohemian creativity would be dissolved, as
profit-seeking and pleasure-seeking, mainstream and alternative morphed
together. In reality, Taylor notes, the ideology of creativity has
become increasingly useful for a profit-gouging economy. In a cruel
twist, the ethos of the autonomous creator—the trope of the impoverished
but spiritually fulfilled artist—has been repurposed to justify low pay
and job insecurity. The ideal worker matches the traditional profile of
the creative virtuoso: inventive, adaptable, putting in long hours and
expecting little compensation in return. ‘Money shouldn’t be an issue
when you’re employed at Apple’, shopworkers are informed. Graduate
students are encouraged to think of themselves as comparable to painters
or actors, the better to prepare themselves for impoverishment when
tenure-track jobs fail to materialize."
"The ‘free culture’ internet ideology disguises sharply unequal social
relations: the digital giants offer free apps, email and content as bait
to hook an audience to sell to advertisers; struggling independent
artists are supposed to provide their work on the same terms."
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