Ilya Kiriya 52 Figure 2: Professional ad-financed news media capital accumulation model М - С с (infraestrutura, servidores etc) V1 (trabalho remunerado ) …PSM1… V2 (trabalho não remunerado, uso da plataforma) PSM2 .. C’ – M’ М - С с (infraestrutura, servidores, tecnologias de sala de redação etc.) V1 (trabalho remunerado de repórteres de notícias) …PNP1… V2 (commodity audiência– atenção da audiência) PNP2 .. C’ – M’ Modelo de acumulação de capital de mídia profissional financiada por anúncios Source: Fuchs, 2017. But what to do if, in case, the news media outlet is not dependent on the advertising revenues? In fact, with the pro- liferation of paywalls, crowdfunding and other sources of reve- nues, the role of advertising for the news production companies is declining. Is the audience labor still exploitable in this case? Dallas Smythe called non containing advertising content the “free lunch” which the function is “to whet the appetite”, so to attract audience members to the further advertising messages (Smythe, 2009, p. 242). For Brice Nixon, regardless of advertis- ing model of financing media or non-advertising, the audience labor is still present because the attention is still present: “It is necessary to focus further on the productive, signifying aspect of audience labor in order to see that power over it is not only power over consumption but also power over part of the pro- cess by which audience members produce meanings out of the meanings they consume” (Nixon, 2020, p. 76). But, in this case, we may say that in case of any consumer good the consumer works when he consumes. When we go to the department store, we are working and, thus, our free labor is exploited. That is why let’s suppose that we have a deal with a “free lunch”. But it may be considered as a free lunch only if the media is supposed to have the advertising. But in contemporary online newspapers, and in some cases of citizen journalism, there is no advertising at all. In this case, the audience is paying subscription or making donations in a crowdfunding model. Many online media outlets
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