1: New Forms of Value Generation Under Communicative Capitalism

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The aim of this chapter is to describe the socioeconomic shift toward ‘communicative capitalism’ and what that recognition summons from analysts. It begins with an account of how Fordism (and its standardized production, stable workforce, and the provision of adequate wages) became the predominant form of production and capital accumulation during much of the 20th century. Communicative capitalism, however, represents a new model of value generation, emphasizing the central role of communication in three central organizational practices: affect capture through emotional labor, platformization facilitated by digital infrastructures, and branding as a logic of socioeconomic life. The chapter highlights the implications of these shifts for organization studies, calling for a re-evaluation of traditional understandings of organizations as stable entities versus seeing them as fluid practices, which leads to a call for a shift towards practice-based analysis.

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