Monetize This! (2007)

by ulei

The relationship between the merchant and the client in the capitalistic model in the era of the Economy of Attention has shifted. Previously the client had received a certain service and paid for it with money; today the client him/herself is the payment for the service. Each time we consume something on the web, we give a piece of ourselves away, to be absorbed by the advertisement agencies, soaked up by their targeting databases, sold and resold and resold again, making routes inside a gigantic information-processing machine that receives no human attention. We'd like to think we are monetizing others, or those a bit more lucid would like to think that we are monetizing ourselves, but a more appropriate view is that a machine, impersonal and disaffected, is monetizing us.

Full Description

The relationship between the merchant and the client in the capitalistic model in the era of the Economy of Attention has shifted. Previously the client had received a certain service and paid for it with money; today the client him/herself is the payment for the service. Each time we consume something on the web, we give a piece of ourselves away, to be absorbed by the advertisement agencies, soaked up by their targeting databases, sold and resold and resold again, making routes inside a gigantic information-processing machine that receives no human attention. We'd like to think we are monetizing others, or those a bit more lucid would like to think that we are monetizing ourselves, but a more appropriate view is that a machine, impersonal and disaffected, is monetizing us.

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