
Suddhabrata Deb Roy
Suddhabrata Deb Roy is a PhD. Candidate in the Department of Sociology, University of Otago. He mainly works on Marxist theory, Political Economy, Feminism and Social Movements
This important discussion of the most recent developments in the commodification of media and culture goes beyond market-based analyses of relations of exchange and locates their central dynamic in the alienated forms of human relations that characterize contemporary forms of the capitalist mode of production.
—Peter Hudis, Professor of Philosophy and Humanities at Oakton Community College and author of Marx’s Concept of the Alternative to Capitalism) and Frantz Fanon: Philosopher of the Barricades.
A vital exploration of Marxist and critical theory in relation to the lived reality of a society permeated by social media; features a strong discussion of the Global South.
—Kevin B. Anderson, Professor of Sociology at University of California, Santa Barbara, author of Lenin, Hegel, and Western Marxism: A Critical Study, Marx at the Margins: On Nationalism, Ethnicity and Non-Western Societies, and Dialectics of revolution : Hegel, Marxism, and its critics through a lens of race, class, gender, and colonialism (Daraja Press, 2020)
Technology is one of the central elements of contemporary human life. The world as one knows it today is a space increasingly mediated by technological interventions, be it in the field of contemporary cultural expressions or political, organizational forms. Social media has played an important role in this transformation. Gone are the days when social media was merely a conduit for conversations. Today, it is a diverse field of operations spanning advertising mechanisms, branding processes and even direct commercial exchanges between users: the prime focus of this particular book. The book analyses real-world interactions, interviews and observations through the theoretical framework provided by Marxist political economy and social theory. It draws upon the theoretical scope provided by Marx’s dialectical methods of social analysis and uses it to unearth the effects that trading and commercial activities performed through virtual communities have on society and individuals.
Technology is one of the central elements of contemporary human life. Today’s world is increasingly mediated by technological interventions, be it in the field of cultural expressions or political and organizational forms. Social media has played an important role in this transformation. Gone are the days when social media was merely a conduit for conversations. Today, it is a diverse field of operations spanning advertising mechanisms, branding processes and even direct commercial exchanges between users, the prime focus of this book.
Direct user-to-user trading through social media within an institutional form is a relatively new aspect of social media. Yet, just like every other innovation within market relations, social media commerce or trading has also changed how individuals interact with their socio-political fabric. This book analyses these alterations and critically investigates the role of capital in creating them.
The book analyses real-world interactions, interviews and observations through the theoretical framework provided by Marxist political economy and social theory. It draws upon the theoretical scope provided by Marx’s dialectical methods of social analysis and uses it to reveal the effects that trading and commercial activities performed through virtual communities have on society and individuals.
TABLE OF CONTENTS
Introduction: Social Media Commerce and the Marxist Mode of Analysis
Introducing social media commerce and the importance of a Marxist analysis focusing on the perennial relevance of Marx’s dialectical method.
Chapter 1: Capitalism’s Commodity
A descriptive analysis of commodities under capitalism – their role and importance in the capitalist socio-economic and cultural system.
Chapter 2: The Fetish of the Commodity
Commodity fetishism plays an overarching role in the continued sustenance of capitalism, its relations of production and accumulation strategies.
Chapter 3: The Commodity Society
The domination of commodities on human lives has altered the fundamental basis of contemporary human society where commodities, and not human beings, are the foundational elements.
Chapter 4: The Social Market
The market of social media and how it has affected individuals and the communities that these individuals form, especially on social media.
Chapter 5: The Consumer Society
Capitalism creates a society of consumers to suit its own needs. In this society, human needs and desires have been fused, creating newer avenues for capital to make profits.
Chapter 6: The Question of Technology, Communication and Culture
The centrality of technology to capitalist exploitation and oppression in contemporary society – its impact on communicative methods and socio-economic culture.
Chapter 7: Needs, Capital and Social Media Commerce
Human lives are alienated under capitalism to such an extent that even their own needs are not theirs anymore, especially in these times of social media proliferation.
Chapter 8: The ‘Fulfilling’ Life
The demystification of the capitalist propaganda of the possibility of a fulfilling life under capitalism.
Chapter 9: Commodity Circulation and Consumption
The relationship between the circulation of commodities and consumption and the overarching role that capitalist commodity production plays in the process.
Chapter 10: The Circulation of Capital
The circulation of capital and its relationship with commodity production creating accelerated capital accumulation and oppression.
Chapter 11: Commercial Capital and Social Media Commerce
Commercial capital’s role in social media commerce and its implications on society and the individual lives therein.
Chapter 12: The Society of Working-Customers
The creation of a society where individuals act as customers and work as customers being working customers.
Chapter 13: The Regime of Private Property
Property relations under capitalism are the basis of capitalist oppression. Possession of individual property does nothing to change the terms of oppression.
Chapter 14: Personal Property, Social Media Commerce and Accumulation
Personal property in the day and age of social media commerce has become a means to further capital accumulation.
Conclusion: ‘Accumulate, accumulate! That is Moses and the prophets!’ said Karl Marx
Profit accumulation is the central doctrine of all capitalist societies. The only good capital is the capital that does not seek profits, and there is no such thing as Capital that does not seek profits. Hence, there cannot be a society that is both capitalist and human at the same time.
Book Format | Print Book, PDF |
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