Rick Bookstaber:
Our jobs are being outsourced to us. The jobs are moving from the producer to the consumer side of the ledger. And some of that work comes as the guise of entertainment. How much of your work is being done as you do your e-mails and surf the web, keep yourselves busy with your apps as you commute to work? So it is not only that computers are replacing workers, they are turning consumers into unpaid workers. . . .
But although a bifurcation is occurring in jobs, the opposite is occurring in consumption. Granted those on the lower rungs spend more of their income on the consumption of real goods than do those on the top rungs. And the share of income on goods that by nature are in limited supply, like land, wine and art, even social status, is obviously greater for the top rungs than for the lower. But for both, consumption is increasingly oriented toward virtual goods – consuming YouTube videos, tweets and social networks, games and reality TV shows. These take little in terms of labor – or for that matter, capital – to produce. And the labor that is required is largely supplied by us as the consumers. Another instance of outsourcing.
And one notable area of consumption that by definition differentiates the classes, that of conspicuous consumption, is going by the wayside.
Two things:
One, the work necessary to produce something has dropped dramatically since 2005. The social web is becoming less–not more–production-oriented.
Social media has been trending away from production toward consumption for awhile. Remember Geocities? Next came blogs, which were easier to set up and usually didn’t require HTML skills, but still required thought-out posts. After blogs, Facebook and Twitter, which only required an answer to a simple question: “What’s on your mind?” and a few friends or followers to share it with. Now, Pinterest. Next, a service like Path, which makes even Pinterest look complicated by comparison.
It’s clear that the social web is easier to produce than ever. Even for the pieces of social work that still require production, only a fraction of the users do the heavy producing. For example, only a small number of YouTube users create videos to the large number of users who consume them. Most of the people doing the consuming aren’t doing the producing.
The second issue: this line of thinking fails to appreciate the existence of production-oriented forms of pre-internet entertainment. Entertainment requiring production didn’t appear for the first time with the rise of the social web. True, consumers can’t consume Facebook unless they’re also producing. But the same could be said for karaoke, dancing, scrapbooking, improv comedy, zumba, board games, and lots of other forms of pre-internet entertainment. There’s a correlation between the production required and the benefits of consumption. This started long before Facebook. (Not all pre-internet forms of entertainment were akin to watching TV, which has two clearly-defined roles: 1) the producer making the content, and 2) the person passively watching it.)
The key difference between these pre-internet forms of entertainment where the consumer was also the producer and the social-web-as-entertainment is that there’s no third party taking a cut. When you play Settlers of Catan, you’re doing the work, but you’re also reaping all the benefits. But when you spend a half hour on Facebook, you’re doing the work and reaping only some of the benefits. Facebook is reaping the rest–you’re entertaining yourself on Facebook’s terms, and for Facebook’s proft.
The difference between being entertained on Facebook and being entertained by a board game is that with the board game, you’re only the producer and the consumer. With Facebook, you’re the producer, the consumer, and the product.