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On-Line Life in a Commercialised World. The Commodificatin of Social Relations

Chapter in book
Authors Bengt Johansson
Stina Bengtsson
Published in M. Edström, A. T. Kenyon, E.-M. Svensson (eds.). Blurring the Lines, Market-Driven and Democracy-Driven Freedom of Expression
Pages 141-152
ISBN 978-91-87957-36-9
Publisher Nordicom
Place of publication Göteborg
Publication year 2016
Published at Department of Journalism, Media and Communication (JMG)
Pages 141-152
Language en
Subject categories Media and Communications


Media usage has always included aspects of commodification. The media audience has been targeted as a recipient of advertising when watching (commercial) TV or reading newspapers. The advent of the Internet has further developed this commodification of the media audience. In many ways, everyday space is becoming more commercial in its organisation, citizens are being transformed into consumers and, in the long run, free speech conducted online is not free as it will be tracked, saved and used for commercial purposes. This chapter draws on a Swedish national representative survey asking re- spondents about their views on different aspects of commodification of their life online. The results indicate a rather sceptical view towards different forms of commodification related to Internet use among Swedish citizens. However, younger respondents, those with liberal market values and frequent Internet users embrace a more permissive view of a more commodified media environment. Two avenues are suggested for resisting such developments, targeting media producers and users.

Page Manager: Webmaster|Last update: 9/11/2012

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