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What the Myspace Generation Should Know About Working for Free




                                   Trebor Scholz
                                   Associate Professor
                                   Department of Media Study
                                   SUNY at Buffalo

                                   MIT
                                   April 28, 2008

                                                                 1
2007




       2
Exploitation of Labor on the Social Web




                                          3
Exploitation of Labor on the Social Web




                                          4
Exploitation of Labor on the Social Web




                                          5
6
Andrew Ross, 2003




                    7
8
9
1995

       1999




              10
16,000
         11
http://www.ntticc.or.jp/Exhibition/2006/ConnectingWorld/artist.html

                                                                      12
13
                                                                                                                         2007
                                                         producer




                                         s
                                   rm
                                tfo
                            pla                                                                                          2004
                      ate
                por
         c   or                                 vit
                                                     y
      on                                     ati
                                                                              participant




art                                      cre
                               m   ass
                            ic                               er
                       ist                             id
                    lor                             ov
              fol
                  k                               pr
                                               xt
                                         nte
                                       co                              de
                                                                          r
                                  al
                             ur                                     uil
                          ult                                  lb
                                                                                            user/customizer
                      sc                                  oo
                ta                                   st
             tis                                   ta                         rt




                                                                                                                         1990s
        ar                                     tis                        ta
                                          ar                         ne




                                                                                                              consumer



                                                                                                                         1980s
14
In Second Life, the consumer actually co–innovates and coproduces
the products they consume.
              Tapscott and Williams, 2007. Wikinomics, p. 126




                                                                    15
16
Чмо = Insignificant individual
Abbreviation for человек московской области
          person from the Moscow suburbs




                                              17
Women aged 25-34




                   18
1986




       19
Steve Chen, Chad Hurley October 09, 2006




                                           20
user-submitted content



                 Alpha Users
Google Adsense                  Data Mining


 Banner Ads       Social Life       Exit




         communication facilities




                                                              21
Employees
                                                      Yahoo
                                               13,600 (Oct 18, 2007)
                                                     Google
                                               16,805 (Dec 31, 2007)
                                                          AOL
                                                        8,000


                                                     CBS: 32,160
                                           BBC (UK alone): 28,000

http://en.wikipedia.org/wiki/Google
http://money.cnn.com/magazines/fortune/global500/2006/snapshots/1529.html
http://en.wikipedia.org/wiki/BBC
                                           http://en.wikipedia.org/wiki/AOL
                                           http://en.wikipedia.org/wiki/Yahoo!
                                           http://en.wikipedia.org/wiki/Google
                                                                              22
23
24
The key is managing the marriage of money and nonmoney
without making nonmoney feel like a sucker.
             Yochai Benkler, 2006. Wealth of Networks



In the YouTube economy, everyone is free to play, but only
a few reap the rewards.
              Nicholas Carr, 2008. The Big Switch, p. 247.




                                                             25
Lawrence Lessig, WSJ: May 2007




                                 26
Go
 Ne ogle
Ya wsC
  ho or
    o p




1.1
      bn
           use
              rs



                   1913


                          27
captive community




                    28
from: Lawrence Lessig, Free Culture




                                29
ethical dune walking


                       30
Pleasure of creation
                               Market research
       Social status/micro-fame
Life experience              Unwanted content (ads)
                  Friendships     Breach of the social contract
          Memories              Spam
                          Monetization of presence, labor, life itself
                        Referral        Time
    Capture of community
                Dates Jobs          “Glass customer”
                            Job losses
           Greater good
                       Centralization: “Berlusconi effect”
         Social enjoyment       Opt-Out Default
           Identity                         Expectations for quick response
                                  Informal mentorship




                                                                              31
Example: Facebook’s Beacon




                             32
Opt-out as default




                     33
The Power of Users



                     34
Sky News
April 2008 citizen submission




                                35
entering all your books as labor but social contract:
but data go free, privacy |

                                                        36
Kevin Killian
1500 reviews




                37
Challenge and detourn the complex power dynamics of the Social Web




                                                                     38
THANK
 YOU




        39
40

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