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
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2. 2007
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3. Exploitation of Labor on the Social Web
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4. Exploitation of Labor on the Social Web
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5. Exploitation of Labor on the Social Web
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6. 6

7. Andrew Ross, 2003
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8. 8

9. 9

10. 1995
1999
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11. 16,000
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12. http://www.ntticc.or.jp/Exhibition/2006/ConnectingWorld/artist.html
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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

15. In Second Life, the consumer actually co–innovates and coproduces
the products they consume.
Tapscott and Williams, 2007. Wikinomics, p. 126
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16. 16

17. Чмо = Insignificant individual
Abbreviation for человек московской области
person from the Moscow suburbs
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18. Women aged 25-34
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19. 1986
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20. Steve Chen, Chad Hurley October 09, 2006
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21. user-submitted content
Alpha Users
Google Adsense Data Mining
Banner Ads Social Life Exit
communication facilities
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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
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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.
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26. Lawrence Lessig, WSJ: May 2007
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27. Go
Ne ogle
Ya wsC
ho or
o p
1.1
bn
use
rs
1913
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28. captive community
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29. from: Lawrence Lessig, Free Culture
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30. ethical dune walking
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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
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32. Example: Facebook’s Beacon
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33. Opt-out as default
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34. The Power of Users
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35. Sky News
April 2008 citizen submission
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36. entering all your books as labor but social contract:
but data go free, privacy |
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37. Kevin Killian
1500 reviews
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38. Challenge and detourn the complex power dynamics of the Social Web
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39. THANK
YOU
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