IDEAS home Printed from https://ideas.repec.org/a/oup/cambje/v46y2022i6p1387-1406..html
   My bibliography  Save this article

Advertising and the consumer in the age of Big Tech: a new moment in the evolution of monopoly capitalism?

Author

Listed:
  • David Bailey
  • Dan Coffey
  • Carole Thornley
  • Philip R Tomlinson

Abstract

The monopoly capitalism literature has traditionally approached advertising from the vantage point of its role in sustaining the economic order. However, digitalised forms of advertising in contexts dominated by giant digital platform technology companies like Google, Facebook and Amazon are disrupting the existing order through a combination of subsidy and location effects, shored up by the capabilities of the new technology for real-time data collection on users. This poses significant challenges for theory and policy. In both respects the case is made for rehabilitating the earlier approach of Nicholas Kaldor, which emphasises both heterogeneity of advertising forms and questions of subsidy, to complement the dominant approaches of the monopoly capitalism school as exemplified by Paul Baran and Paul Sweezy on one side, and Keith Cowling on the other.

Suggested Citation

  • David Bailey & Dan Coffey & Carole Thornley & Philip R Tomlinson, 2022. "Advertising and the consumer in the age of Big Tech: a new moment in the evolution of monopoly capitalism?," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 46(6), pages 1387-1406.
    • Handle: RePEc:oup:cambje:v:46:y:2022:i:6:p:1387-1406.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/cje/beac050
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:cambje:v:46:y:2022:i:6:p:1387-1406.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxford University Press (email available below). General contact details of provider: https://academic.oup.com/cje .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.