Abstract:
This paper researches the pushiness of social media based on the assumption that social networks such as Facebook and Twitter digitalizes the user effort and makes the resultant information measurable and sellable to ad-givers. The fact that user effort on social networks transformed to numerically code-able metas has been evaluated by using the `digitalizing of efforts theory` by C. Fuchs. The research, which sees usage of multiple sample incident and content review methods, has been structured on two main pillars which are becoming more and more ambiguous; before going online on social networks and after going online on social networks. According to this base, users, who are always reachable via mobilized communication technologies such as notifications and e-mail, are being forced to join the social networks and then to create content on the said social media to allow content pool growth of the network. In this context, it can be said that social network stakeholders exploit the user information they have and all of their activities by selling those said information to ad –givers. To conclude, capitalism gains a digital look via social networks and effort-capital conflict further worsens.

Keywords: New Media, Political Economy, Digitalization of Labor

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