O'Reilly logo

Digital Dialogues and Community 2.0 by Tara Brabazon

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

17

When community becomes a commodity

Mike Kent

Abstract:

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.

Key words

online identity

online communication

commodification

gaming

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required