Commodification
Summary
This video explains the media trend of commodification, defining it as the transformation of goods, services, ideas, and even people into tradable objects with a fixed market price within a capitalistic society. It contrasts this with primitive societies where such items were not priced, highlighting how media content, information, and personal skills/popularity have become commodities bought and sold, often driven by commercial objectives. While noting potential business advantages, the video questions the societal impact of this price fixation on human creativity and appreciation.
Key Insights
Media content and talent are now commodities for advertisers and media channels.
In media, content, information, and messages are turned into commodities. Advertisers purchase this media content, along with space and time on media channels, to promote their own products. Media channels also buy people for their skills, talent, or intelligence, making individuals trade commodities. Even popularity on social media, gained through negative marketing without necessarily possessing skills, can be assigned a price.
Modern technology amplifies commercialism, severing other connections for users.
Researcher Iris Gems opposes the concept of commodification, stating that using modern technology for commodification solely highlights commercial objectives. This approach breaks down other connections for the user or receiver of media. People tend to embrace anything, even cheap or meaningless productions, leading to media enrichment rather than genuine appreciation.
Sections
Definition and Scope of Commodification
Commodification transforms various elements into tradable commodities with fixed prices.
Commodification is defined as the transformation of goods, services, ideas, nature, personal information, etc., into commodities or objects of trade, which involves fixing a price for them. Professor Allison Hearn describes it in media studies as the selling of services, ideas, and people by making them commodities in a capitalistic society. This means even ideas or a person can become a commodity in an economic system where private individuals or businesses own capital goods. It is closely linked with industrialization and commercialization.
Historically, art, religion, and medicine were not commodified like today.
In primitive societies, things like art, religion, medicine, and education did not have a market price. Doctors were respected and did not charge fees, receiving donations with respect. In contrast, today, medicine has a fixed price, and some doctors sell their skills and knowledge, sometimes at black market prices. Education also has a price, leading to unnecessary competition. These are considered harmful effects of commodification.
Marx and Engels noted pricing of cultural and creative works in capitalism.
Karl Marx and Frederick Engels observed that art, religion, and medicine acquire specific prices within a capitalist economic system. Experts argue that communication activities, cultural activities, and political activities, which stem from human creativity, should be made commodities and assigned a price.
Commodification in Media
Media content and talent are now commodities for advertisers and media channels.
In media, content, information, and messages are turned into commodities. Advertisers purchase this media content, along with space and time on media channels, to promote their own products. Media channels also buy people for their skills, talent, or intelligence, making individuals trade commodities. Even popularity on social media, gained through negative marketing without necessarily possessing skills, can be assigned a price.
Modern technology amplifies commercialism, severing other connections for users.
Researcher Iris Gems opposes the concept of commodification, stating that using modern technology for commodification solely highlights commercial objectives. This approach breaks down other connections for the user or receiver of media. People tend to embrace anything, even cheap or meaningless productions, leading to media enrichment rather than genuine appreciation.
Media plays a significant role in commodifying human bodies and parts.
The human body, including its features and even parts, has become a commodity in contemporary society. The media plays a major role in facilitating this aspect of commodification.
Commodification offers business advantages and new product development opportunities.
While critically examined, commodification does bring advantages in the business environment. It provides opportunities for developing new products and services that cater to the increasing demands and changing needs and wishes of customers.
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