Biopolitical Marketing and
						Technologies of Enclosure

Zwick, Detlev; Denegri‐Knott, Janice

doi:10.4135/9781473998803.n19

Cited by 6 publications

(11 citation statements)

References 22 publications

(26 reference statements)

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“…Latest technological advancements such as Internet of Things (IOT) (Taylor, Reilly, & Wren, 2018;Lo, & Campos, 2018), Internet of Everything (IOE) (Zwick & Denegri-Knott, 2018), Mobile applications and Social media (Alalwan et al, 2018;Shareef et. al., 2017;2018;Shiau et al 2017;2018) have brought number of decision making challenges for digital marketing industries.…”

Section: Introductionmentioning

confidence: 99%

Measuring social media influencer index- insights from facebook, Twitter and Instagram

Arora

Bansal²,

Kandpal³

et al. 2019

Journal of Retailing and Consumer Services

401

198

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The growth of social media has completely revamped the way people interact, communicate and engage. These platforms play a key role in facilitating greater outreach and influence. This study proposes a mechanism for measuring the influencer index across popular social media platforms including Facebook, Twitter, and Instagram. A set of features that determine the impact on the consumers are modelled using a regression approach. The underlying machine learning algorithms including Ordinary Least Squares (OLS), K-NN Regression (KNN), Support Vector Regression (SVR), and Lasso Regression models are adapted to compute a cumulative score in terms of influencer index. Findings indicate that engagement, outreach, sentiment, and growth play a key role in determining the influencers. Further, the ensemble of the four models resulted in the highest accuracy of 93.7% followed by the KNN regression with 93.6%. The study has implications across various domains of e-commerce, viral marketing, social media marketing and brand management wherein identification of key information propagators is essential. These influencer indices may further be utilized by e-commerce portals and brands for the purpose of social media promotion and engagement for larger outreach.

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Section: Introductionmentioning

confidence: 99%

Measuring social media influencer index- insights from facebook, Twitter and Instagram

Arora

Bansal²,

Kandpal³

et al. 2019

Journal of Retailing and Consumer Services

401

198

View full text Add to dashboard Cite

show abstract

“…Zwick and Denegri‐Knott (2018) state that in this space and in this historical moment, it is the property of what surrounds us and what we believe we own that gives power to the market. This market is defined as a “fence” that, instead of extending the consumer’s potential to a wider range of products, confined it to a space in which it is basically “fed” with digital goods that remain, however, rented and never really and totally possessed.…”

Section: Scenario 2: Pay‐per‐download Of Creative Workmentioning

confidence: 99%

Tracing Design’s Value in Distributed Manufacturing

Malakuczi

D’Elia

2020

Design Management Journal

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Today, much of “innovative” design tackles purely digital products or physical products extended by digital functionalities or connectivity. Meanwhile, the digital environment of the web deeply impacts the marketing—and increasingly the design process—of purely physical objects that surround our everyday life. The increasing technological maturity of digital fabrication tools has already established the conditions for a wider diffusion of distributed manufacturing, an ever more valid alternative to conventional manufacturing in many product categories. Distributed manufacturing promises a more direct connection between designer and consumer/maker. On the other hand, new challenges emerge around the management and monetization of the work done for an unforeseeable mass of consumers rather than a single business client. Observing recent trends in other creative industries, this paper outlines three possible scenarios for a stimulating compensation of designers: free, pay‐per‐download, and subscription‐based distribution of creative works. Beyond simple economic concepts, each of these scenarios operates on a different metaphor, requires a different kind of digital infrastructure, and offers a different kind of incentive to attract designers and their efforts. The contribution hopes to help identify possible strategies that might lead to sustainable business models of design for distributed manufacturing.

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“…Biopolitical marketing rejects any clear distinction between marketer and consumer, seeing marketing as deeply inserted into, and increasingly indistinguishable from, the fabric of everyday life. Zwick and Denegri-Knott (2018) argue that any technology employed by marketing today becomes a technology of enclosure (even if never completely successful), which hopes to bring about modes of behaviour that appear empowering and voluntaristic but are ultimately governed by marketing practice. That is why marketing (and capital more generally (see Lazzarato 2004)) today is biopolitical; it wants to govern life while appearing not to govern at all.…”

Section: Markets As Illusionmentioning

confidence: 99%

Creating Worlds that Create Audiences: Theorising Personal Data Markets in the Age of Communicative Capitalism

Charitsis

Zwick²,

Bradshaw³

2018

tripleC

Self Cite

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In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences.

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Biopolitical Marketing and Technologies of Enclosure

Cited by 6 publications

References 22 publications

Measuring social media influencer index- insights from facebook, Twitter and Instagram

Measuring social media influencer index- insights from facebook, Twitter and Instagram

Tracing Design’s Value in Distributed Manufacturing

Creating Worlds that Create Audiences: Theorising Personal Data Markets in the Age of Communicative Capitalism

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