On the digital era audiences merchandise | people die like a dog day Canadian scholar Si Maizi (Dalls Smythe) made on the audience james arthur twitter as one of the core concepts of merchandise spread of political economy, has triggered criticism of media scholar scholarly debate for several years that "blind contention of Western Marxism" (hereinafter referred to as "blind dispute"). james arthur twitter Chinese world have been introducing a number of scholars and academic viewpoints 斯麦兹 [1], only that you leave out scholars view the conflict "blind dispute" with the audience and the subsequent commodity 斯麦兹 of theory development context. In recent years, with the development of digital media, network technology, especially after the emergence of user-generated content web2.0 platform (User generated content platform) is popular, the audience commodity on again in the new media environment full of vitality theory, become james arthur twitter English-speaking world and scholars to discuss The hot topic. This article aims to introduce the sort of Western Marxism blind spots and the subsequent battle of the circumstances james arthur twitter surrounding the theory james arthur twitter of the development of commodity on the audience, and to provide for the Chinese scholars to add a new perspective james arthur twitter and approach when thinking of new media.
"Blind dispute" originated in Si Maizi 1977 published in the "Canadian political james arthur twitter and social theory" magazine [2] (Canadian Journal of Political and Social Theory) on the article "Communication: Western Marxism blind", after a few In a number of scholars from the United Kingdom, the United States took the floor to discuss the articles published in the magazine is also more. Magazine Volume 1, Chapter 3 of the blind spot 斯麦兹 published a paper, magazine Vol 2 2 immediately published Murdoch (Graham Murdock) response to the article "blind spots of Western Marxism: A 斯麦兹" Li Fan has since published a special (B. Livant) "audience commodity: On the blind spot of the points," Jared (Sut Jhally) james arthur twitter of "Exploring the blind spot: the audience commodity", and Li Fan special articles on Jared's response "in When viewing the work: A. Jared, "and the two co-published" james arthur twitter as a working watch: audience awareness of price increases. " Thus "blind dispute" come to an end, but the audience of goods on the controversy did not end there: Meehan (. E Meehan) Not only will the audience as a commodity on her doctoral dissertation, and start from the ratings survey industry to rethink the notion of thereafter further explore the dimensions and from feminist theory Audience commodity [3].
Si Maizi that the indirect james arthur twitter effects of the spread of the value of advertising time to produce, and radio and television james arthur twitter programs is the "bait" nature of the "free lunch" is not a real radio and television james arthur twitter media production goods. Mass media news production, ideas, images, entertainment, expression and information, such as the sale of the 20th century, beer shops offer "free lunch" is used to attract customers door drinking. Rely on advertising revenue to maintain the operation james arthur twitter of the television media to provide "free lunch" is a comedy, james arthur twitter music, news, games and drama, the purpose is to attract the audience came to the production site - before the television, for the number of surveyed companies calculate their amount, and distinguish all kinds of people, james arthur twitter and then sell the data to advertisers. Media, according to the "product" james arthur twitter (the audience) the amount and level of quality (based on age, sex, education, income and other indicators to predict the strength of purchasing power) charged to advertisers. Thus, the Si Maizi media company aims to point out the audience and packaged for sale reveals a collection of radio and television commercial real goods - merchandise albeit temporary form - audience. james arthur twitter
斯麦兹 propagating Marxism regarded as a blind spot, listing many Marxist mistakes on this issue. He believes james arthur twitter that the era of the classic Marxist writers life, the newspaper mainly due to the influence and support of political parties, rather than the support of advertisers, and thus in the 1920s before the Marxist mass media that the main product is its impact . Thereafter Gramsci, the Frankfurt School, until Williams james arthur twitter (Raymond Williams) and Althusser (Louis Althusser) did not look at ideology industry from the perspective of historical materialism, then spread political and economic scholars such as Schiller also failed to recognize to this blind spot. In other words, because there is no consideration of how the mass media monopoly capitalism james arthur twitter under the control of the audience to become the market of goods manufactured, these scholars about the ideology of the theory and practice of production are based on subjective and unreal on the basis of non-historical.
Si Maizi did not examine in detail the reasons for the spread of Marxism scholars created a blind spot, his audience is more interested in the product itself. In his view, the main commodity business mass media monopoly capitalism under the control of the force is the audience. Audience force is to be manufactured, sold, was purchased and consumed, and has its own value, is a commodity. In the developed james arthur twitter capitalist society, all the time is working time. When using the media audience is not just to spend time, they still work - in creating value. This value is ultimately advertising surcharge paid by the purchase of goods to achieve. Its not fair that: the audience paid work in their spare time, create value for the media, not only did not get financial compensation, but to bear the economic consequences.
For Si Maizi earliest criticism from the British scholar Murdoch and Jiahan Mu (Nicholas Garham). james arthur twitter Although the same for political and economic scholars, Murdoch and Jia Hanmu top political economist puts it most common to Si Maizi hat on his head: "economic determinism" [4]. Murdoch said: Si Maizi despite criticism at the time criticized the dissemination of research reality that the cultural aspects of cultural industries (in particular sense, the concept of ideology, etc.) in droves, while the economic aspects of cultural industries rarely interested, but completely ignoring the related efforts of European james arthur twitter scholars spread Marxism; 斯麦兹 audience james arthur twitter on merchandise not available in all media, such as publishing and the film industry does not exist on the audience commodity model, non-commercial television network in Europe is not entirely applicable to this theoretical framework. In addition, Murdoch criticized the role of the state in Si Maizi ignore the whole capitalist system, and too much emphasis on the commercialization of the media to ignore the media and ideological nature of the production function [5].
What monopoly capitalism under the control of the business press is the essence? Si Maizi noted that advertising and non-advertising content media unity exists, but can not ignore the difference between the two. Theorists believe that a considerable part of ad-supported, making james arthur twitter the media to make news, entertainment or educational programs. Si Maizi believes that non-advertising program is just a free lunch. Because the media is mainly manufactured audience james arthur twitter for advertisers, and thus "free lunch" from the formal total ad belongs. Si Maizi classified ads will also be regarded as a free lunch: on the one hand, there are readers to buy this type of advertising; on the other hand, a direct result of the emerging cable television audience at the same time as a free lunch and paid advertising. Si Maizi think neither the role of a free lunch, nor should ignore their advocacy role. In a word, free lunch and advertising work together to provide the raw material for the audience.
斯麦兹 in the "dependency Road" made in his later years, once again expounded the audience commodity on the system to make. After a spread inside and outside the political economy james arthur twitter of numerous academic battle, he even thought, not without pride, the mass media audience is a commodity, and the audience to engage james arthur twitter in labor, led to a lot of the established ways of thinking thinking. He pointed out that, in answer to the mass media in the end what is the problem of major commodities, james arthur twitter there are two main theoretical tools: subjective and objective idealism, realism. Almost all communication scholars capitalism and Marxism are a considerable james arthur twitter number james arthur twitter of idealism: they will mass media as a signal, information, images, meaning, entertainment, education, orientation, manipulation; all of these concepts are subjective spirit james arthur twitter entity, and out of touch with reality; the content of these concepts revealed james arthur twitter by the mass media is not a way, but its effect or purpose. Despite the force of impact on the audience advertisers place in the minds of audience in, but still based on the material basis under monopoly capitalism on.
Meehan raised the ratings of goods (rating commodity) has become a "blind battle," the wrap up. She believes james arthur twitter in the commercialization process, "the exchange of information is not, nor is it the audience, but the ratings." [15]. She pointed out that the production of radio and television goods, not the actual audience (so-called audience head count), but only information about the audience (the audience how much class composition, use of media forms). Trade between the media and advertisers, is by listening to the ratings of commodity exchange sectors, while commodity produced by this exchange process is to listen to the ratings of such information, data commodities, rather than tangible goods. Listen ratings survey company engaged in, is the detection process such information. Canadian scholar summed up this view will 莫斯克 cybernetics commodity, that commodity on the data.
Audience commodity theory james arthur twitter is based on the US television network is made in analysis, james arthur twitter network technology in recent years with the development of digital media, and has been found in the audience of goods on the digital media environment to re-examine the applicability of the discussion [17]. Compared to traditional media, emerging information technology significantly enhanced interactivity, especially after the emergence of Web2.0 technology that combines the dual role of media audiences and content producers, content consumers as possible. In addition, "blind dispute" early and did not mention how capital controls labor audience, but also does not address how to use the value of alienation from the audience, but these two just become a new media era audiences commodity-based james arthur twitter Internet and mobile Internet On the important areas of research.
Fuqi Si (C. Fuchs) has been advocating the criticism of network research, reveal the substance of the information network of capitalist economy behind it. He will be the difference between james arthur twitter the Internet hubbub Japanese economy on the Internet economy for commercial and non-commercial Internet economy, that the latter based on the principle of gift-giving, only the value but no exchange value, users do not have to worry about without having to spend the cost of advertising attached. But with the introduction of Web2.0 technology, james arthur twitter the emergence of the user free to use, and platform providers can benefit from the Internet, but the gift of commodity economy (Internet gift commodity economy), is essentially a replica of the new media era audiences commodity model. Previous audience, the new media audience is both the user, but also the content producers. Fuqi Si thus proposed prouser prosumer goods and commodities: The former james arthur twitter is a manufacturer (producer) and consumers (consumer) of compound words; james arthur twitter the latter is the manufacturer (producer) and the user (user) of compound words. Si Maizi metaphor in there as audience labor, in the moment it became real pay. Only through traditional media audiences 'view', or being commercialized by paying extra time via the media content; Web2.0 users are in the "free" using a variety of network services james arthur twitter such as Google, Yahoo, james arthur twitter Myspace, Flickr, Youtube when , but also the production of content for these platforms.福契斯 just introduced the concept corresponds year 斯麦兹 assertion, television advertisers to sell products, not only for the audience but also as a labor audience. In the new media age, the audience is the same network platform as a commodity to sell to advertisers, and this commercialization behind their audiences or "prosumer" who is really in paid work: not only they themselves become a commodity to be sold to advertisers manufacturers, james arthur twitter products of their labor will be provided james arthur twitter by the commercialization of the platform to sell again. james arthur twitter Compared with traditional media, web-based media easier james arthur twitter to use technologies such as master Cookie audience / user's behavior, so the ads on the new media is often "personalized" advertisements. The emergence of social media makes people even social relationships will be commercialized, james arthur twitter to become james arthur twitter capitalists profit information tool [18].
Spanish scholar 伯尔米 about (Fernando Eermejo) published in the "New Media and Society" article "Historical Perspective james arthur twitter audience production: from broadcast television james arthur twitter to Google." [19], compared to traditional broadcast television and the Internet audience generation process and to examine the evolution of online advertising audience on the new media industry commodity explanation. He believes that there are at least two aspects worthy of further discussion. On the one hand, from 斯麦兹 to Meehan's research james arthur twitter has found that the traditional media industry by the advertising industry, and even the ratings james arthur twitter surveys to assess industry james arthur twitter support, the advertising industry and the assessment of the industry is also trying to replicate this model will be on the Internet, trying to produced as a commodity online audience, but due to the nature of the Internet and the traditional james arthur twitter way of advertising effectiveness evaluation have failed. Such as hits, page views and other indicators as the online audience and their behavior, there are many evaluation parameters james arthur twitter proved to be inadequate, the traditional TV ratings survey, newspaper and magazine circulation has been more challenged than ever. On the other hand, the audience has been greatly james arthur twitter different from the previous work, but also become more complex, due to the new Internet-based media is different from traditional media, with more interactive, interactive process of commodification and commercialization of emerging. james arthur twitter On departure from the audience commodity logic Although james arthur twitter online advertising has explanatory power, but also make the problem even more complex. If you press the "blind dispute" in some point of the year, the viewing time is the media industry specific audience to sell to commercial advertising industry, it is more difficult to measure this commodity in the new media network environment. Of course, the new media industry will soon find alternative products, such as search engine keywords. In other words, the words specific audience (or users) to use, rather than the time to become a new media to sell goods to the advertising industry. Therefore, 伯尔明 about that although the media industry has changed the ecology of new media technology on the surface, but in fact did not change the substance of ad-supported media industry, but there have been changes in the number of new features, scholars should adjust audiences Goods On the other theories james arthur twitter focus on the center of gravity tool to discriminate complex reality [20].
Manzeluoer (V. Manzerolle) study "Mobile Audience Goods: Wireless digital world of labor," also based on commodity 斯麦兹 audience to study the use of wireless networks based on mobile terminals [21]. He borrowed the concept 福契斯 proposed "Procosumer" commodity proposed james arthur twitter 2.0 applications james arthur twitter based on mobile platforms more "personal" and "customized." User desktop platform using a search engine, users prefer to use the mobile platform applications, many applications through user produced content to support, and thus attract advertising. Audience as a commodity, not only is the content of the new media producer and the source of profits, but also mobile equipment manufacturers, new media platforms, james arthur twitter telecommunications companies source of profits. The emerging location-based services (Location-based service, LBS) provides the audience suppliers
"Blind dispute" originated in Si Maizi 1977 published in the "Canadian political james arthur twitter and social theory" magazine [2] (Canadian Journal of Political and Social Theory) on the article "Communication: Western Marxism blind", after a few In a number of scholars from the United Kingdom, the United States took the floor to discuss the articles published in the magazine is also more. Magazine Volume 1, Chapter 3 of the blind spot 斯麦兹 published a paper, magazine Vol 2 2 immediately published Murdoch (Graham Murdock) response to the article "blind spots of Western Marxism: A 斯麦兹" Li Fan has since published a special (B. Livant) "audience commodity: On the blind spot of the points," Jared (Sut Jhally) james arthur twitter of "Exploring the blind spot: the audience commodity", and Li Fan special articles on Jared's response "in When viewing the work: A. Jared, "and the two co-published" james arthur twitter as a working watch: audience awareness of price increases. " Thus "blind dispute" come to an end, but the audience of goods on the controversy did not end there: Meehan (. E Meehan) Not only will the audience as a commodity on her doctoral dissertation, and start from the ratings survey industry to rethink the notion of thereafter further explore the dimensions and from feminist theory Audience commodity [3].
Si Maizi that the indirect james arthur twitter effects of the spread of the value of advertising time to produce, and radio and television james arthur twitter programs is the "bait" nature of the "free lunch" is not a real radio and television james arthur twitter media production goods. Mass media news production, ideas, images, entertainment, expression and information, such as the sale of the 20th century, beer shops offer "free lunch" is used to attract customers door drinking. Rely on advertising revenue to maintain the operation james arthur twitter of the television media to provide "free lunch" is a comedy, james arthur twitter music, news, games and drama, the purpose is to attract the audience came to the production site - before the television, for the number of surveyed companies calculate their amount, and distinguish all kinds of people, james arthur twitter and then sell the data to advertisers. Media, according to the "product" james arthur twitter (the audience) the amount and level of quality (based on age, sex, education, income and other indicators to predict the strength of purchasing power) charged to advertisers. Thus, the Si Maizi media company aims to point out the audience and packaged for sale reveals a collection of radio and television commercial real goods - merchandise albeit temporary form - audience. james arthur twitter
斯麦兹 propagating Marxism regarded as a blind spot, listing many Marxist mistakes on this issue. He believes james arthur twitter that the era of the classic Marxist writers life, the newspaper mainly due to the influence and support of political parties, rather than the support of advertisers, and thus in the 1920s before the Marxist mass media that the main product is its impact . Thereafter Gramsci, the Frankfurt School, until Williams james arthur twitter (Raymond Williams) and Althusser (Louis Althusser) did not look at ideology industry from the perspective of historical materialism, then spread political and economic scholars such as Schiller also failed to recognize to this blind spot. In other words, because there is no consideration of how the mass media monopoly capitalism james arthur twitter under the control of the audience to become the market of goods manufactured, these scholars about the ideology of the theory and practice of production are based on subjective and unreal on the basis of non-historical.
Si Maizi did not examine in detail the reasons for the spread of Marxism scholars created a blind spot, his audience is more interested in the product itself. In his view, the main commodity business mass media monopoly capitalism under the control of the force is the audience. Audience force is to be manufactured, sold, was purchased and consumed, and has its own value, is a commodity. In the developed james arthur twitter capitalist society, all the time is working time. When using the media audience is not just to spend time, they still work - in creating value. This value is ultimately advertising surcharge paid by the purchase of goods to achieve. Its not fair that: the audience paid work in their spare time, create value for the media, not only did not get financial compensation, but to bear the economic consequences.
For Si Maizi earliest criticism from the British scholar Murdoch and Jiahan Mu (Nicholas Garham). james arthur twitter Although the same for political and economic scholars, Murdoch and Jia Hanmu top political economist puts it most common to Si Maizi hat on his head: "economic determinism" [4]. Murdoch said: Si Maizi despite criticism at the time criticized the dissemination of research reality that the cultural aspects of cultural industries (in particular sense, the concept of ideology, etc.) in droves, while the economic aspects of cultural industries rarely interested, but completely ignoring the related efforts of European james arthur twitter scholars spread Marxism; 斯麦兹 audience james arthur twitter on merchandise not available in all media, such as publishing and the film industry does not exist on the audience commodity model, non-commercial television network in Europe is not entirely applicable to this theoretical framework. In addition, Murdoch criticized the role of the state in Si Maizi ignore the whole capitalist system, and too much emphasis on the commercialization of the media to ignore the media and ideological nature of the production function [5].
What monopoly capitalism under the control of the business press is the essence? Si Maizi noted that advertising and non-advertising content media unity exists, but can not ignore the difference between the two. Theorists believe that a considerable part of ad-supported, making james arthur twitter the media to make news, entertainment or educational programs. Si Maizi believes that non-advertising program is just a free lunch. Because the media is mainly manufactured audience james arthur twitter for advertisers, and thus "free lunch" from the formal total ad belongs. Si Maizi classified ads will also be regarded as a free lunch: on the one hand, there are readers to buy this type of advertising; on the other hand, a direct result of the emerging cable television audience at the same time as a free lunch and paid advertising. Si Maizi think neither the role of a free lunch, nor should ignore their advocacy role. In a word, free lunch and advertising work together to provide the raw material for the audience.
斯麦兹 in the "dependency Road" made in his later years, once again expounded the audience commodity on the system to make. After a spread inside and outside the political economy james arthur twitter of numerous academic battle, he even thought, not without pride, the mass media audience is a commodity, and the audience to engage james arthur twitter in labor, led to a lot of the established ways of thinking thinking. He pointed out that, in answer to the mass media in the end what is the problem of major commodities, james arthur twitter there are two main theoretical tools: subjective and objective idealism, realism. Almost all communication scholars capitalism and Marxism are a considerable james arthur twitter number james arthur twitter of idealism: they will mass media as a signal, information, images, meaning, entertainment, education, orientation, manipulation; all of these concepts are subjective spirit james arthur twitter entity, and out of touch with reality; the content of these concepts revealed james arthur twitter by the mass media is not a way, but its effect or purpose. Despite the force of impact on the audience advertisers place in the minds of audience in, but still based on the material basis under monopoly capitalism on.
Meehan raised the ratings of goods (rating commodity) has become a "blind battle," the wrap up. She believes james arthur twitter in the commercialization process, "the exchange of information is not, nor is it the audience, but the ratings." [15]. She pointed out that the production of radio and television goods, not the actual audience (so-called audience head count), but only information about the audience (the audience how much class composition, use of media forms). Trade between the media and advertisers, is by listening to the ratings of commodity exchange sectors, while commodity produced by this exchange process is to listen to the ratings of such information, data commodities, rather than tangible goods. Listen ratings survey company engaged in, is the detection process such information. Canadian scholar summed up this view will 莫斯克 cybernetics commodity, that commodity on the data.
Audience commodity theory james arthur twitter is based on the US television network is made in analysis, james arthur twitter network technology in recent years with the development of digital media, and has been found in the audience of goods on the digital media environment to re-examine the applicability of the discussion [17]. Compared to traditional media, emerging information technology significantly enhanced interactivity, especially after the emergence of Web2.0 technology that combines the dual role of media audiences and content producers, content consumers as possible. In addition, "blind dispute" early and did not mention how capital controls labor audience, but also does not address how to use the value of alienation from the audience, but these two just become a new media era audiences commodity-based james arthur twitter Internet and mobile Internet On the important areas of research.
Fuqi Si (C. Fuchs) has been advocating the criticism of network research, reveal the substance of the information network of capitalist economy behind it. He will be the difference between james arthur twitter the Internet hubbub Japanese economy on the Internet economy for commercial and non-commercial Internet economy, that the latter based on the principle of gift-giving, only the value but no exchange value, users do not have to worry about without having to spend the cost of advertising attached. But with the introduction of Web2.0 technology, james arthur twitter the emergence of the user free to use, and platform providers can benefit from the Internet, but the gift of commodity economy (Internet gift commodity economy), is essentially a replica of the new media era audiences commodity model. Previous audience, the new media audience is both the user, but also the content producers. Fuqi Si thus proposed prouser prosumer goods and commodities: The former james arthur twitter is a manufacturer (producer) and consumers (consumer) of compound words; james arthur twitter the latter is the manufacturer (producer) and the user (user) of compound words. Si Maizi metaphor in there as audience labor, in the moment it became real pay. Only through traditional media audiences 'view', or being commercialized by paying extra time via the media content; Web2.0 users are in the "free" using a variety of network services james arthur twitter such as Google, Yahoo, james arthur twitter Myspace, Flickr, Youtube when , but also the production of content for these platforms.福契斯 just introduced the concept corresponds year 斯麦兹 assertion, television advertisers to sell products, not only for the audience but also as a labor audience. In the new media age, the audience is the same network platform as a commodity to sell to advertisers, and this commercialization behind their audiences or "prosumer" who is really in paid work: not only they themselves become a commodity to be sold to advertisers manufacturers, james arthur twitter products of their labor will be provided james arthur twitter by the commercialization of the platform to sell again. james arthur twitter Compared with traditional media, web-based media easier james arthur twitter to use technologies such as master Cookie audience / user's behavior, so the ads on the new media is often "personalized" advertisements. The emergence of social media makes people even social relationships will be commercialized, james arthur twitter to become james arthur twitter capitalists profit information tool [18].
Spanish scholar 伯尔米 about (Fernando Eermejo) published in the "New Media and Society" article "Historical Perspective james arthur twitter audience production: from broadcast television james arthur twitter to Google." [19], compared to traditional broadcast television and the Internet audience generation process and to examine the evolution of online advertising audience on the new media industry commodity explanation. He believes that there are at least two aspects worthy of further discussion. On the one hand, from 斯麦兹 to Meehan's research james arthur twitter has found that the traditional media industry by the advertising industry, and even the ratings james arthur twitter surveys to assess industry james arthur twitter support, the advertising industry and the assessment of the industry is also trying to replicate this model will be on the Internet, trying to produced as a commodity online audience, but due to the nature of the Internet and the traditional james arthur twitter way of advertising effectiveness evaluation have failed. Such as hits, page views and other indicators as the online audience and their behavior, there are many evaluation parameters james arthur twitter proved to be inadequate, the traditional TV ratings survey, newspaper and magazine circulation has been more challenged than ever. On the other hand, the audience has been greatly james arthur twitter different from the previous work, but also become more complex, due to the new Internet-based media is different from traditional media, with more interactive, interactive process of commodification and commercialization of emerging. james arthur twitter On departure from the audience commodity logic Although james arthur twitter online advertising has explanatory power, but also make the problem even more complex. If you press the "blind dispute" in some point of the year, the viewing time is the media industry specific audience to sell to commercial advertising industry, it is more difficult to measure this commodity in the new media network environment. Of course, the new media industry will soon find alternative products, such as search engine keywords. In other words, the words specific audience (or users) to use, rather than the time to become a new media to sell goods to the advertising industry. Therefore, 伯尔明 about that although the media industry has changed the ecology of new media technology on the surface, but in fact did not change the substance of ad-supported media industry, but there have been changes in the number of new features, scholars should adjust audiences Goods On the other theories james arthur twitter focus on the center of gravity tool to discriminate complex reality [20].
Manzeluoer (V. Manzerolle) study "Mobile Audience Goods: Wireless digital world of labor," also based on commodity 斯麦兹 audience to study the use of wireless networks based on mobile terminals [21]. He borrowed the concept 福契斯 proposed "Procosumer" commodity proposed james arthur twitter 2.0 applications james arthur twitter based on mobile platforms more "personal" and "customized." User desktop platform using a search engine, users prefer to use the mobile platform applications, many applications through user produced content to support, and thus attract advertising. Audience as a commodity, not only is the content of the new media producer and the source of profits, but also mobile equipment manufacturers, new media platforms, james arthur twitter telecommunications companies source of profits. The emerging location-based services (Location-based service, LBS) provides the audience suppliers
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