Blindspots and Blurred Lines: Dallas Smythe,the Audience Commodity,and the Transformation of Labor in the Digital Age

Dallas Smythe's notion of the audience commodity provides a starting point for much work within the political economy of communication. First advanced when commercial television was the dominant medium, the controversial idea has proven to be an increasingly useful way of conceptualizing media economics in the digital age. Originally posited as a critique of Western Marxism's concern with ideology over materiality, two generations of media scholars have elaborated upon the idea. First, scholars offered it greater specificity and utility by connecting the political economy of media to more general concerns regarding labor, gender, and race. More recently, the audience commodity has become an increasingly useful theoretical tool, demonstrating how digital technologies enable new forms of economic exploitation. Rather than binding media studies to a rigid structuralism, the audience commodity helps illuminate the fluidity of media economies and culture under neoliberalism. I conclude that scholars may productively utilize and expand upon the audience commodity to answer contemporary questions about media and alienation, the state, and social movements.