Digital prosumption labour on social media in the context of the capitalist regime of time

Abstract

So-called social media such as Facebook, Twitter, YouTube, Weibo and LinkedIn are an expression of changing regimes of time in capitalist society. This paper discusses how corporate social media are related to the capitalist organization of time and the changes this organization is undergoing. It uses social theory for conceptualizing changes of society and its time regime and how these changes shape social media. These changes have been described with notions such as prosumption, consumption labour, play labour (playbour) and digital labour. The paper contextualizes digital labour on social media with the help of a model of society that distinguishes three subsystems (the economy, politics, culture) and three forms of power (economic, political, culture). In modern society, these systems are based on the logic of the accumulation of power and the acceleration of accumulation. The paper discusses the role of various dimensions of time in capitalism with the help of a model that is grounded in Karl Marx’s works. It points out the importance of the category of time for a labour theory of value and a digital labour theory of value. Social media are expressions of the changing time regimes that modern society has been undergoing, especially in relation to the blurring of leisure and labour time (play labour), production and consumption time (prosumption), new forms of absolute and relative surplus value production, the acceleration of consumption with the help of targeted online advertising and the creation of speculative, future-oriented forms of fictitious capital.