What the Myspace Generation Should Know About Working for Free




                                   Trebor Scholz
      ...
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

                                                     ...
13
                                                                                                                       ...
14
In Second Life, the consumer actually co–innovates and coproduces
the products they consume.
              Tapscott and Wi...
16
Чмо = Insignificant individual
Abbreviation for человек московской области
          person from the Moscow suburbs




  ...
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       Soc...
Employees
                                                      Yahoo
                                               13,60...
23
24
The key is managing the marriage of money and nonmoney
without making nonmoney feel like a sucker.
             Yochai Ben...
Lawrence Lessig, WSJ: May 2007




                                 26
Go
 Ne ogle
Ya wsC
  ho or
    o p




1.1
      bn
           use
              rs



                   1913


         ...
captive community




                    28
from: Lawrence Lessig, Free Culture




                                29
ethical dune walking


                       30
Pleasure of creation
                               Market research
       Social status/micro-fame
Life experience       ...
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 |

                                       ...
Kevin Killian
1500 reviews




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




                                                   ...
THANK
 YOU




        39
40
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Zones of Emergency Talk Treborscholz

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Zones of Emergency Talk Treborscholz

  1. 1. 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
  2. 2. 2007 2
  3. 3. Exploitation of Labor on the Social Web 3
  4. 4. Exploitation of Labor on the Social Web 4
  5. 5. Exploitation of Labor on the Social Web 5
  6. 6. 6
  7. 7. Andrew Ross, 2003 7
  8. 8. 8
  9. 9. 9
  10. 10. 1995 1999 10
  11. 11. 16,000 11
  12. 12. http://www.ntticc.or.jp/Exhibition/2006/ConnectingWorld/artist.html 12
  13. 13. 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. 14. 14
  15. 15. In Second Life, the consumer actually co–innovates and coproduces the products they consume. Tapscott and Williams, 2007. Wikinomics, p. 126 15
  16. 16. 16
  17. 17. Чмо = Insignificant individual Abbreviation for человек московской области person from the Moscow suburbs 17
  18. 18. Women aged 25-34 18
  19. 19. 1986 19
  20. 20. Steve Chen, Chad Hurley October 09, 2006 20
  21. 21. user-submitted content Alpha Users Google Adsense Data Mining Banner Ads Social Life Exit communication facilities 21
  22. 22. 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. 23. 23
  24. 24. 24
  25. 25. 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
  26. 26. Lawrence Lessig, WSJ: May 2007 26
  27. 27. Go Ne ogle Ya wsC ho or o p 1.1 bn use rs 1913 27
  28. 28. captive community 28
  29. 29. from: Lawrence Lessig, Free Culture 29
  30. 30. ethical dune walking 30
  31. 31. 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
  32. 32. Example: Facebook’s Beacon 32
  33. 33. Opt-out as default 33
  34. 34. The Power of Users 34
  35. 35. Sky News April 2008 citizen submission 35
  36. 36. entering all your books as labor but social contract: but data go free, privacy | 36
  37. 37. Kevin Killian 1500 reviews 37
  38. 38. Challenge and detourn the complex power dynamics of the Social Web 38
  39. 39. THANK YOU 39
  40. 40. 40
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