This chapter investigates how online communities are commodified. With attention to Google and Facebook, this research focuses on how and why identity is marketed, bought and sold.
The internet has accelerated the commodification of personal space. Our online research informs Google, enabling it to deliver ever more customised advertising, reinforced by our relationships and friends through Facebook. The process of courtship online has become a commercial concern. The community has become a commodity. This chapter explores how this process has emerged. It investigates the construction of fleeting digital identities ...