Ilya Kiriya 46 mas, 1989) and McChesney (McChesney, 2016) pointed out that the commercialization of mass-media and development of ad-related logics undermined the principle of true political dialogue and caused the de-politization of the audience with domination of entertainment formats. Dallas Smythe also for- mulated the principle of the audience labor arguing that in the case of commercial media it’s not content, which is the commodity sold to the audience, but the audience became the com- modity sold to the advertiser. As a result, the audience in the case of ad-based media is not a consumer but essentially the exploited laborer who, by watching the television program, creates the plus-value of the program (Smythe, 1977). The commercial bias has been also in the center of the system of five filters proposed by Herman and Chomsky (Herman, Chom- sky, 2002): dependence on owner, on advertiser, on sources, on negative responses and on fear. 3. New algorithm-determined media world The first convergence of telecommunication services ensuring commodification of interpersonal communication and mass-com sector has been rather unsuccessful. After ambitious M&A deals in the second half of 1990-s, the so called “dotcom bubble” burst, showing the questionable nature of possible business synergies between these two fields. But in the middle of 2000 the appearance of the Web 2.0 ideology (O’Reilly and Battelle 2009) tried to represent the new Internet phenomena like emancipatory and potentially attracting new investors. Ac- cording to Tim O’Railly, who invented this term, the statement about WEB 2.0 was the second coming of the Web after the dot- com burs T t. he ideology of Web 2.0 changed the nature of commodification of interpersonal interactions. It is not commodifi- cation of service connecting people on distance (like telephone, telegraph etc.) anymore but the advent of the commodification of social relationship itself by promising numerous advantages of social media which have been summarized by Fuchs (Fuchs, 2017):
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