14th September 2017, Department for Culture and Communication
Paško Bilić, PhD, Research Associate from the Department for Culture and Communication, published an article in the Westminster Advanced Studies research paper series. The study is based on a research stay at the Institute for Advanced Studies at the University of Westminster in London, UK (May – July 2017). In the article, Paško Bilić, PhD, argues that the debate about the irrational consequences of rationality discussed within the tradition of the Frankfurt School, and applied to technology and machinery in the concept of technological rationality (Marcuse 1941; 1960; 1964; 1965), can help us better understand and criticize contemporary algorithmic capitalism. He presents the example of Google (Alphabet Inc.) and analyses various documents published in the period between 2004 and 2016. He argues that the company developed on the foundation of three different rationalities: organizational rationality of flexible management values and labour utilization; informational rationality of generating value from advertising and audience labour; and technological rationality of surplus value accumulation based on reification of labour and consciousness. The company produces two main types of commodities: audience commodity and algorithmic commodity.
Full text is available here: Westminster Advanced Studies