Advertising and the consumer in the age of Big Tech: a new moment in the evolution of monopoly capitalism?
从垄断资本主义视角分析谷歌、脸书、亚马逊等数字平台如何通过补贴和实时数据收集改变广告秩序，对理论和政策提出挑战，并主张复兴卡尔多早期观点以补充主流理论。
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.