Building a Blog Cabin during a Financial Crisis

Abstract

In their studies of online media, political economists of communication have examined how firms like Google enclose users in a web of commercial surveillance, thus facilitating the commodification of their online labor. However, this focus on enclosure tends to overlook the political possibilities highlighted by autonomist Marxist theory—namely, that users, under certain circumstances, can appropriate these applications to contest conditions of exploitation. This article offers an analysis of Blog Cabin 2008, a cable home improvement show, in order to explore this tension between autonomy and enclosure. Our findings suggest that producers indeed used the show’s blog to exploit fans’ free labor. However, fans also used the blog to form social bonds, to press demands on the show’s producers, and to make connections between the show’s class politics and the wider financial crisis. A concluding section explores the theoretical and political significance of such unanticipated uses of the show’s blog.