Facebook使用者創造內容商品化與其勞動之分析

Analyzing the Commodification Process of Facebook Users and Their Non-Material Labors

10.6123/JCRP.2015.002

劉佩綺(Pei-Ci Liu)；王維菁(Wei-Ching Wang)

非物質勞動 ； 科技監視 ； 商品化 ； 勞動商品化 ； Facebook ； non-material labors ； tracking and monitoring techniques ； commodification process ； commodification of labor

傳播研究與實踐

5卷1期（2015 / 01 / 01）

33 - 69

繁體中文

社交網站Facebook採實名註冊方式，使用者線上資料多與真實世界相符，使用者創造之內容成為網站資本積累來源。本研究從政治經濟學批判取徑，分析Facebook商品化過程與造成之社會結果。本研究發現，Facebook透過追蹤技術，記錄使用者資料和行為，並以電子契約將監視行為合理化，再將此勞動成果販售予廣告商牟利。此商品化過程中，使用者不僅是生產者也是消費者，付出勞動生產內容的同時，又被作為商品出售。在監視行使之下，更代表個人隱私的終結。

Facebook adopts real name registration policy. As a result, Facebook users have their online personal information corresponding to their offline real life. The contents they create on the social media website become solid capital for Facebook. Using a political economy approach, this paper analyzes the kind of commercialization process Facebook users and the contents they create have gone through. The authors show that, via tracking and monitoring techniques, Facebook actively accumulates and appropriates its users' personal data and online behaviors for advertising profiteering. The whole process is then rationalized by the digital contracts Facebook requests its users to sign. Thus, users become consumers as well as producers who, engaged in non-material labors while in the meantime being commercialized for sale, eventually consume the advertised products. The authors also warn that the end of user privacy is to be expected, with Facebook's monitoring operations ever more intensified.

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