Sosyal Medyada Dijital Emek: Serbest Zamanın Gaspı, Yaratıcı EtkinliĞin Ticarileştirilmesi ve Yabancılaşma Sorunu

Dijital emek ve sömürü arasındaki ilişki çokça tartışılmıştır. Yapılan çalışmaların önemli bir kısmı internet şirketleri, reklam (şirketleri) ve kullanıcılar tarafından oluşturan içeriğe odaklanmaktadır. İtalyan otonomist düşünce de “toplumsal fabrika”, “maddi olmayan emek” ve “genel zekâ” gibi kavramlar aracılığıyla bu tartışma gövdesine iliştirilmektedir. Ancak otonomist düşüncenin önemli bir odak noktası olan sermayenin emeğin öznelliklerine nüfuz etmesi sıklıkla göz ardı edilmektedir. Bu çalışmanın amacı izleyici metası ve dijital emek tartışmalarını İtalyan otonomist düşünce ile emeğin sosyal, iletişimsel ve yaratıcı özelliklerinin sömürülmesi bağlamında eklemlemektir. Bu doğrultuda sermaye tarafından serbest zamana el konulması ve yaratıcı etkinliĞin ticarileştirilmesi, dijital emeĞin öznelliklerinin sömürülmesi bağlamında otonomist bir vurguyla tartışılmaktadır. Konunun önemli bir uzantısı olan sosyal medyada yabancılaşma ise çoğunlukla kullanıcıların üretim araçları, süreçleri ve üretimlerinin sonuçlarını kontrol edememeleri veya bunlar üzerinde sınırlı bir kontrole sahip olmaları temelinde tartışılmaktadır. Bu makale sosyal medyada yabancılaşma meselesini, otonomistlerin “işin reddi” vurgusuna paralel olarak kullanıcıların dijital işi “maksatlı yadırgamasına” işaret etmek amacıyla Franco Berardi ve onun “yadırgama” kavramına referansla tartışmaktadır. Böylece dijital emeğin ürettiği içerik ve dijital platformlar üzerindeki kontrolünün artması yoluyla yabancılaşmanın aşılması değil, sermayenin emeğin öznelliklerini kendine tabi kılmasına neden olan ve değer üretimine hasredilen dijital işin yadırganması vurgulanmıştır. Yabancılaşmaya içkin olan tartışma, yadırgama kavramı vasıtasıyla dijital işin reddine vurgu yapan bir eksene çekilmiştir.

Digital Labour in Social Media: Expropriation of Leisure Time, Commercialization of Creative Activity and the Problem of Alienation

The relation between digital labour and exploitation has been widely discussed. A significant branch of analyses focuses on Internet companies, advertising (companies) and user-generated content. Italian autonomist thought is just attached to the body of this argument via the concepts of “social factory”, “immaterial labour” and “general intellect”. However, the focus of autonomist thought which is capital’s diffusion into subjectivities of labour is frequently overlooked. The aim of this paper is to articulate audience commodity and digital labour debate with Italian autonomist thought on the basis of exploitation of social, communicative and creative capabilities of labour. Within this context, expropriation of leisure time and commercialization of creative activity is handled in an attempt to underline exploitation of subjectivities of digital labour with an autonomist emphasis. Besides, alienation in social media has been predominantly argued around users’ lack of/limited control over the means, processes, and results of their production. However, with reference to Franco Berardi, this paper discusses the matter of alienation in social media via the concept of estrangement to indicate an “intentional” estrangement from digital work in parallel with the autonomist offer of “refusal of work”. Thus, estrangement from digital work through which subjectivities of labour are subsumed under capital is emphasized so as to attract attention to refusal of digital work against sublation of alienation via enhancing users’ control over their content and digital platforms.

PDF

___

Adorno, Theodore and Max Horkheimer (2011). Towards a New Manifesto. Trans. Rodney Livingstone. New York: Verso.
Andrejevic, Mark (2011). “Surveillance and Alienation in the Online Economy.” Surveillance & Society 8(3): 278-287.
Andrejevic, Mark (2012). “Exploitation in the Data Mine.” Internet and Surveillance: The Challenges of Web 2.0 and Social Media. Christian Fuchs et.al. (Eds.). New York: Routledge. 71-88.
Andrejevic, Mark (2013). “Estranged Free Labor.” Digital Labor the Internet as Playground and Factory. Trebor Scholz (Edt.). New York: Routledge. 149-164.
Arvidsson, Adam (2005). “Brands: A Critical Perspective.” Journal of Consumer Culture5(2): 235-258.
Berardi, Franco (2009). The Soul at Work: From Alienation to Autonomy. Trans.,Francesca Cadel and Giuseppina Mecchia. California: Semiotext(e).
Burgess, Jean and Joshua Green (2009). “The Entrepreneurial Vlogger: Participatory Culture Beyond the Professional-Amateur Divide.” The YouTube Reader.Pelle Snickars and Patrick Vonderau (Eds.). Stockholm: Kungliga Biblioteket. 89-107.
Bulut, Ergin (2015). “Playboring in the Tester Pit: The Convergence of Precarity and the Degradation of Fun in Video Game Testing.” Television & New Media 16(3): 240–258.
Coté, Mark and Jennifer Pybus (2014). “Maddi Olmayan Emek 2.0’ı ÖĞrenme: Facebook ve Sosyal AĞlar.” Bilişsel Kapitalizm! EĞitim ve Dijital Emek. Michael A. Peters and Ergin Bulut (Eds.). Ankara: Notabene. 241-270.
de Peuter, Greig (2011). “Creative Economy and Labor Precarity: A Contested Convergence.” Journal of Communication Inquiry 35(4): 417–425.
Dyer-Witheford, Nick (2004). Siber Marx: Yüksek Teknoloji ÇaĞında Sınıf Mücadelesi. Trans., Ali ÇakıroĞlu. ẟstanbul: Aykırı.
Fisher, Eran (2012). “How Less Alienation Creates More Exploitation? Audience Labour on Social Network Sites.” Triple C 10(2): 171-183.
Florida, Richard (2012). The Rise of the Creative Class, Revisited. New York: Basic Books.
Fuchs, Christian (2012). “Google Capitalism.” Triple C 10(1): 42-48.
Fuchs, Christian and Sebastian Sevignani (2013). “What is Digital Labour? What is Digital Work? What’s their Difference? And why do these Questions Matter for Understanding Social Media?” Triple C 11(2): 237-293.
Fuchs, Christian (2014a). Digital Labor and Karl Marx. New York: Routledge. Fuchs, Christian (2014b). “Digital Presumption Labour On Social Media in the Context of the Capitalist Regime of Time.” Time & Society 23(1): 97–123.
Gandini, Alessandro (2016). “Digital Work: Self-Branding and Social Capital in the Freelance Knowledge Economy.” Marketing Theory 16(1): 123–141.
Gill, Rosalind and Andy Pratt (2008). “In the Social Factory? Immaterial Labour, Precariousness and Cultural Work.” Theory, Culture & Society 25 (7-8): 1-30.
Hardt, Michael and Antonio Negri (2001). Empire. Massachusetts: Harvard University.
Hardt, Michael and Antonio Negri (2004). Multitude: War and Democracy In The Age Of Empire. New York: The Penguin Press.
Hardt, Michael and Antonio Negri (2018). “The Multiplicities within Capitalist Rule and the Articulation of Struggles.”Triple C 16(2): 440-448.
Hartley, John (Edt.) (2005). Creative Industries. Oxford: Blackwell. Harvey, David (2018). “Universal Alienation.” Triple C 16(2): 424-439.
Hebblewhite, William H. J (2012). “Means of Communication as Means of Production Revisited.” Triple C 10(2): 203-213.
Hesmondhalgh, David and Sarah Baker (2008). “Creative Work and Emotional Labour in the Television Industry.” Theory, Culture & Society 25(7-8): 97– 118.
Hesmondhalgh, David and Sarah Baker (2010). “A Very Complicated Version of Freedom: Conditions and Experiences of Creative Labour in Three Cultural Industries.” Poetics 38(1): 4-20.
Jay, Martin (1976). The Dialectical Imagination A History of the Frankfurt School and the Institute of Social Research 1923-1950. London: Heinemann.
Jhally, Sut (1982). “Probing The Blindspot: The Audience Commodity.” Canadian Journal of Political and Social Theory 6(1-2): 204-210.
Jhally, Sut and Bill Livant (1986). “Watching as Working: The Valorization of Audience Consciousness.” Journal of Communication 36(3): 124-143.
Kıyan, Zafer (2015). “Eski(meyen) Bir Tartışma: ẟzleyici Metası.” Akdeniz Üniversitesi ẟletişim Fakültesi Dergisi 24: 230-255.
Kline, Stephen et al. (2003). Digital Play the Interaction of Technology, Culture, and Marketing. Montreal and Kingston: McGill-Queen’s University.
Krüger, Steffen and Jacob Johanssen (2014). “Alienation and Digital Labour - A Depth-Hermeneutic Inquiry into Online Commodification and the Unconscious.” Triple C 12(2): 632-647.
Lazzarato, Maurizio (1996). “Immaterial Labor.” Radical Thought in Italy: A Potential Politics. Paolo Virno and Michael Hardt (Eds.). Trans., Maurizia Boscagli et al. Minneapolis: University of Minnesota. 133-150.
Livant, Bill (1979). “The Audience Commodity: On the ‘Blindspot’ Debate.” Canadian Journal of Political and Social Theory 3(1): 91-106.
Livant, Bill (1982). “Working at Watching: A Reply to Sut Jhally” Canadian Journal of Political and Social Theory. 6(1-2): 211-215.
Lovink, Geert and Ned Rossiter (Edt.) (2007). My Creativity Reader A Critique of Creative Industries. Amsterdam: Institute of Network Cultures.
McRobbie, Angela (2004). “Everyone is Creative: Artists as Pioneers of the New Economy.” Contemporary Culture and Everyday Life. Elizabeth Silva and Tony Bennett (Eds.). Durham: Sociology. 186-202.
Murdock, Graham (1978). “Blindspots About Western Marxism: A Reply to Dallas Smythe.” Canadian Journal of Political and Social Theory 2(2): 109-119.
Potts, Jason, et al. (2008). “Social Network Markets: A New Definition of the Creative Industries.” Journal of Cultural Economics 32(3): 167-185.
Prodnik, Jernej (2012). “A Note on the Ongoing Processes of Commodification: From the Audience Commodity to the Social Factory.” Triple C 10(2): 274-301.
Reveley, James (2013). “Understanding Social Media Use as Alienation: A Review and Critique.”E–Learning and Digital Media10(1): 83-94.
Rey, PJ (2012). “Alienation, Exploitation, and Social Media.” American Behavioral Scientist 56(4): 399-420.
Ross, Andrew (2009). Nice Work If You Can Get It: Life and Labor in Precarious Times. New York: New York University.
Ross, Andrew (2013). “In Search of the Lost Paycheck.” Digital Labor the Internet as Playground and Factory. Trebor Scholz (Edt.). New York: Routledge. 13-32.
Scholz, Trebor (edt.) (2013). Digital Labor the Internet as Playground and Factory. New York: Routledge.
Smythe, Dallas Walker (1977). “Communications: Blindspot of Western Marxism” Canadian Journal of Political and Society Theory 1(3): 1–28.
Terranova, Tiziana (2004). Network Culture: Politics for the Information Age. London: Pluto
Terranova, Tiziana (2013). “Free Labor.” Digital Labor the Internet as Playground and Factory. Trebor Scholz (edt.). New York: Routledge. 33-57.
Wark, McKenzie (2012). “Considerations on a Hacker Manifesto.” Digital Labor the Internet as Playground and Factory. Trebor Scholz (edt.). New York: Routledge. 69-76.
Van Dijck, Jose (2013). The Culture of Connectivity a Critical History of Social Media. New York: Oxford University.
Vercellone, Carlo (2015). “Bilişsel Kapitalizm Varsayımına Dair Marksist Bir Okumanın Unsurları.” Bilişsel Kapitalizm Post-Fordist Dönemde Bilgi ve Finans. Carlo Vercellone (edt.). Trans., Durdu Kundakçı. İstanbul: Otonom. 41-60.