國立虎尾科技大學 |

From Mass Culture to Personalization.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	From Mass Culture to Personalization./
Author:	Weinberg, Lindsay A.
Description:	1 online resource (315 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
Contained By:	Dissertation Abstracts International79-12A(E).
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9780438248809

From Mass Culture to Personalization.
Weinberg, Lindsay A.

From Mass Culture to Personalization. - 1 online resource (315 pages)

Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.

Thesis (Ph.D.)--University of California, Santa Cruz, 2018.

Includes bibliographical references

This dissertation argues that personalization---the web of technologies and cultural practices that generate information about consumers to market goods and services to target audiences---is part of a larger cultural and economic transformation under digital capitalism. Building on the Frankfurt School's analysis of the mass culture industry, I use immanent critique to highlight the contradictions embedded in the celebratory rhetoric of digital media: its promises of customized, tailored, and interactive content, in contrast to the homogeneity and standardization of mass culture. I draw from Gilles Deleuze's "Postscript on Societies of Control" to argue that personalization technologies are actually predicated on "dividuation," the mass collection of data where individual subjects are fragmented into demographic data, preferences, and search habits for predicting future consumer behavior. Through discourse analysis, the study of laws regulating data, the critique of the political economy of personalization, and the study of its popular reception, I demonstrate how personalization aggregates consumer data to assess risk on capitalist investment, reproducing class, race, and gender biases in the distribution of market choices. In contrast to audience theories of labor, originally popularized by Dallas Smythe, this dissertation instead considers user attention to be part of a logistically coordinated digital economy where personalization is laborsaving to the extent that it cuts down on labor and supply costs. By providing an historical account of the rise of personalization as a technology of leisure-time surveillance emerging out of the 19th century revolution in bureaucratic modes of control, I show how capitalism uses media technologies to capture user attention for managing circulation. My analysis of marketing discourse and popular culture illustrates how personalization relies on gendered, racialized visions of technological subservience to conceal its operation as a technique of capital accumulation. Ultimately, this project provides a political framework for redressing the exploitation, unequal distribution of market choices, and pervasive surveillance that personalization entails through a critique of privacy rights discourse in the U.S. and E.U. I build on feminist approaches to political philosophy to argue that the non-sovereignty of the subject under commercial surveillance---dividuation---could also provide the basis for the socialized redistribution of big data profits.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438248809Subjects--Topical Terms:

556422
Communication.
Index Terms--Genre/Form:

554714
Electronic books.

From Mass Culture to Personalization.
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245 1 0 $a From Mass Culture to Personalization.
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300 $a 1 online resource (315 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 79-12(E), Section: A.
500 $a Advisers: Robert Meister; Carla Freccero.
502 $a Thesis (Ph.D.)--University of California, Santa Cruz, 2018.
504 $a Includes bibliographical references
520 $a This dissertation argues that personalization---the web of technologies and cultural practices that generate information about consumers to market goods and services to target audiences---is part of a larger cultural and economic transformation under digital capitalism. Building on the Frankfurt School's analysis of the mass culture industry, I use immanent critique to highlight the contradictions embedded in the celebratory rhetoric of digital media: its promises of customized, tailored, and interactive content, in contrast to the homogeneity and standardization of mass culture. I draw from Gilles Deleuze's "Postscript on Societies of Control" to argue that personalization technologies are actually predicated on "dividuation," the mass collection of data where individual subjects are fragmented into demographic data, preferences, and search habits for predicting future consumer behavior. Through discourse analysis, the study of laws regulating data, the critique of the political economy of personalization, and the study of its popular reception, I demonstrate how personalization aggregates consumer data to assess risk on capitalist investment, reproducing class, race, and gender biases in the distribution of market choices. In contrast to audience theories of labor, originally popularized by Dallas Smythe, this dissertation instead considers user attention to be part of a logistically coordinated digital economy where personalization is laborsaving to the extent that it cuts down on labor and supply costs. By providing an historical account of the rise of personalization as a technology of leisure-time surveillance emerging out of the 19th century revolution in bureaucratic modes of control, I show how capitalism uses media technologies to capture user attention for managing circulation. My analysis of marketing discourse and popular culture illustrates how personalization relies on gendered, racialized visions of technological subservience to conceal its operation as a technique of capital accumulation. Ultimately, this project provides a political framework for redressing the exploitation, unequal distribution of market choices, and pervasive surveillance that personalization entails through a critique of privacy rights discourse in the U.S. and E.U. I build on feminist approaches to political philosophy to argue that the non-sovereignty of the subject under commercial surveillance---dividuation---could also provide the basis for the socialized redistribution of big data profits.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
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650 4 $a Information technology. $3 559429
650 4 $a Economic theory. $3 809881
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710 2 $a University of California, Santa Cruz. $b History of Consciousness. $3 1194088
773 0 $t Dissertation Abstracts International $g 79-12A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10825330 $z click for full text (PQDT)