Conceptualizing commodification bias in algorithmic modern news exchange 53 and online newspapers are squeezed to the paywall model while the advertising is moving from content producing platforms to social media or search engines. Theoretically, if we have a deal with professional media which exists online due to the paywall, there is no PNP2 just be- cause the news PSM1 (news commodity) is sold directly to the consumer. But in a modern visibility model, to attract this consumer, professional media deals with the usage of social media (PSM2) (Figure 3). Figure 3: Professional paywall-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… C’ – M’ …PNP1… Modelo de acumulação de capital de mídia profissional financiada por paywall Source: Fuchs, 2017. As we may see in both cases the distribution of professional news content is based on the inclusion of social me- dia capital accumulation circle into the news production capital accumulation circle. In both cases the audience is commodified (even in the case of paywall). In both cases, the attention the au- dience brings to the professional news content depends on the proprietary algorithms of social media platforms. Moreover, the traffic of users attracted to the original news item depends on viral “spreadability” of this content which largely depends on emotional patterns of the social media audience. Greater emotions generate greater audience virality (Berger and Milkman, 2012). We may suggest, thus, that essentially entertainment- driven spectacular content attracts the audience. As a result, even if we have a deal with grassroots media or non-commercial media (e.g. citizenship journalism), or partisanship journalism, there is a commodification of social media prosumer inside
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