Zones of Emergency Talk Treborscholz

Slide 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

Slide 2: 2007 2

Slide 3: Exploitation of Labor on the Social Web 3

Slide 4: Exploitation of Labor on the Social Web 4

Slide 5: Exploitation of Labor on the Social Web 5

Slide 6: 6

Slide 7: Andrew Ross, 2003 7

Slide 8: 8

Slide 9: 9

Slide 10: 1995 1999 10

Slide 11: 16,000 11

Slide 12: http://www.ntticc.or.jp/Exhibition/2006/ConnectingWorld/artist.html 12

Slide 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

Slide 14: 14

Slide 15: In Second Life, the consumer actually co–innovates and coproduces the products they consume. Tapscott and Williams, 2007. Wikinomics, p. 126 15

Slide 16: 16

Slide 17: Чмо = Insignificant individual Abbreviation for человек московской области person from the Moscow suburbs 17

Slide 18: Women aged 25-34 18

Slide 19: 1986 19

Slide 20: Steve Chen, Chad Hurley October 09, 2006 20

Slide 21: user-submitted content Alpha Users Google Adsense Data Mining Banner Ads Social Life Exit communication facilities 21

Slide 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

Slide 23: 23

Slide 24: 24

Slide 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

Slide 26: Lawrence Lessig, WSJ: May 2007 26

Slide 27: Go Ne ogle Ya wsC ho or o p 1.1 bn use rs 1913 27

Slide 28: captive community 28

Slide 29: from: Lawrence Lessig, Free Culture 29

Slide 30: ethical dune walking 30

Slide 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

Slide 32: Example: Facebook’s Beacon 32

Slide 33: Opt-out as default 33

Slide 34: The Power of Users 34

Slide 35: Sky News April 2008 citizen submission 35

Slide 36: entering all your books as labor but social contract: but data go free, privacy | 36

Slide 37: Kevin Killian 1500 reviews 37

Slide 38: Challenge and detourn the complex power dynamics of the Social Web 38

Slide 39: THANK YOU 39

Slide 40: 40