Abstract

With the shift from a society dominated mass media toward a media landscape of targeted messages, mediated social relations are also transformed. This article addresses a civil society increasingly mediated by advanced marketing communication technologies, analyzing the democratic consequences of information flows constituting new forms of social interaction. It is suggestive to think of advanced marketing technologies not as discreet components and legal codes, but as representational technologies that allow the coordination of a variety of sophisticated knowledge specialties, and as laboratories that structure the relationships, possibilities, and options for managers, technicians, viewers, and distributors. By conceptualizing issues of privacy with the focus on the creation and impact of social categories, we have a chance to make the marketing representations and laboratories constructed by concentrated powers less opaque and more open to joint creation.