Sometimes, however, there is a critical revelation in the assessments of profitability. Consider this trenchant maxim for understanding social media and bigdata recently offered by Tim Worstall, a Fellow from the Adam Smith Institute:‘It’s an old adage that if something is free it must be you that is the thing beingsold.’
.I find this statement richly resonant. First, intentionally or otherwise,Worstall encapsulates a radical critique of the conflation of media production andconsumption that stretches from Dallas Smythe’s ‘audience commodity’ toMaurizio Lazzarato’s ‘immaterial labour’.
Second, and more to the point here, itstands as an affirmation of Foucault’s 1975 methodological imperative to look