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It is fundamental to move beyond the notion that cyberspace is about escaping reality in order to understand how the reality of the Internet is deeply connected to the development of late postindustrial societies as a whole.\"\n\n\"the conditions that make free labor an important element of the digital economy are based in a difficult, experimental compromise between the historically rooted cultural and affective desire for creative production (of the kind more commonly associated with Gilroy's emphasis on \"individual self-fashioning and communal liberation\") and the current capitalist emphasis on knowledge as the main source of value-added\" (would have been perfect for the YouTube paper!)\n\n\"The volunteers for America Online, the NetSlaves, and the amateur Web designers are not working only because capital wants them to; they are acting out a desire for affective and cultural production that is nonetheless real just because it is socially shaped.\"\n\nArgues that the desire to be creative, to be a producer, not just a consumer, is socially constructed to work quite well in capital. 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A new challenge to management is first to attract and retain these assets by marketing the organization to them, and second to provide the creative and open communications environment where such workers can effectively apply and enhance their knowledge.\"\n\nPuts the 'digital economy' into context with the long line of complex incorporations of subcultures. She argues that none of it - from indie music to fashion to online culture - is simply appropriated by capital, but \"The fruit of collective cultural labor has been not simply appropriated, but voluntarily channeled and controversially structured within capitalist business practices. The relation between culture, the cultural industry, and labor in these movements is much more complex than the notion of incorporation suggests. In this sense, the digital economy is not a new phenomenon but simply a new phase of this longer history of experimentation.\"\n\nthe vaguaries of the word \"class\" rears its ugly head: \"As I argue in this essay, this is a necessary question and yet a misleading one. It is necessary because we have to ask who is participating in the digital economy before we can pass a judgment on it. It is misleading because it implies that all we need to know is how to locate the knowledge workers within a \"class,\" and knowing which class it is will give us an answer to the political potential of the Net as a whole. If we can prove that knowledge workers are the avant-garde of labor, then the Net becomes a site of resistance; if we can prove that knowledge workers wield the power in informated societies, then the Net is an extended gated community for the middle classes. Even admitting that knowledge workers are indeed fragmented in terms of hierarchy and status won't help us that much; it will still lead to a simple system of categorization, where the Net becomes a field of struggle between the diverse constituents of the knowledge class.\" LATER: \"A more interesting move, however, is possible by not looking for the knowledge class within quantifiable parameters and concentrating instead on \"labor.\" Although the notion of class retains a material value that is indispensable to make sense of the experience of concrete historical subjects, it also has its limits: for example, it \"freezes\" the subject, just like a substance within the chemical periodical table, where one is born as a certain element (working-class metal) but then might become something else (middle-class silicon) if submitted to the proper alchemical processes (education and income). Such an understanding of class also freezes out the flows of culture and money that mobilize the labor force as a whole. In terms of Internet use, it gives rise to the generalized endorsements and condemnations that I have described above and does not explain or make sense of the heterogeneity and yet commonalities of Internet users. I have therefore found it more useful to think in terms of what the Italian autonomists, and especially Maurizio Lazzarato, have described as immaterial labor. For Lazzarato the concept of immaterial labor refers to two different aspects of labor:\"\n\nResnick and Wolff's idea of class as process, and as the worker as the personification (overdetermined) is extremely helpful.\n\ncites several people who have developed the idea of collective intelligence",
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