A Mythic Perspective of Commodification on the World Wide Web Page: 2
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Robinson, Glendal Paul, A Mythic Perspective of Commodification on
the World Wide Web. Doctor of Philosophy (Information Science), May 2004,
132 pages, 7 tables, 4 illustrations, 104 references.
Capitalism's success, according to Karl Marx, is based on continued
development of new markets and products. As globalization shrinks the world
marketplace, corporations are forced to seek both new customers and
products to sell.
Commodification is the process of transforming objects, ideas and
even people into merchandise. The recent growth of the World Wide Web has
caught the attention of the corporate world, and they are attempting to convert
a free-share-based medium into a profit-based outlet. To be successful, they
must change Web users' perception about the nature of the Web itself.
This study asks the question: Is there mythic evidence of
commodification on the World Wide Web? It examines how the World Wide
Web is presented to readers of three national publications-Wired,
Newsweek, and Business Week-from 1993 to 2000. It uses Barthes' two-
tiered model of myths to examine the descriptors used to modify and describe
the World Wide Web. The descriptors were clustered into 11 general
categories, including connectivity, social, being, scene, consumption,
revolution, tool, value, biology, arena, and other. Wired articles did not
demonstrate a trend in categorical change from 1993 to 2000; the category of
choice shifted back and forth between Revolution, Connectivity, Scene, and
Being. Newsweek articles demonstrated an obvious directional shift.
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Robinson, Glendal Paul. A Mythic Perspective of Commodification on the World Wide Web, dissertation, May 2004; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc4489/m1/2/: accessed January 18, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .