Author(s)

Xi Luo

Corresponding Author

Xi Luo

Abstract

With the rapid development of the digital age, the data is like mercury. Along with the Internet era, the advertising industry has updated from Web1.0 to 3.0 based on SEO. What changes have taken place in the role of the wandering fish(audience)in the changing river of this era? Do readers still consider themselves to be served by new media data? All the conveniences they get don't need to be “repaid”? This paper focuses on the advertising operation market from the perspective of digital labor, looks into whether the role of the audience is exploited by capital in the advertising industry, discusses the breeding environment of digital capital, and tries to analyze the whole process of capital accumulation and expansion.

Keywords

Big data, Audience commodity, Commodity theory, Digital labor