Another particular tyrant is the move to
the immaterial forms of different kind of content,
and the rise of different kind of relationship between the audience and their author.
Because we have deal actually with the lot of what we call the
immaterial services which provide informational access to particular persons, goods etc.
such as searching engines for example.
And from this point of view,
the importance of advisers or advising role of new gate
keeping role of the organization of content, becomes crucial.
It means that actually it's not so important to choose the continent.
And actually any kind of produced content could be put it on line,
could be made accessible to audience.
But the most important is how this content will be organized,
how it will be sorted,
how it will be classified and how it will be done searchable.
And from this point of view of course,
the importance of the technological companies
which are mainly organizing such kind of content,
in field of searching field,
in field of searching engines,
in the field of social media even or in field of aggregator platforms etc.
becomes very important.
Another important thing is that the way of distributing content.
It's not only the searchable platforms,
aggregator platforms, but also the platforms of social exchange.
It means that actually,
it's not only we'll say,
the purely commercial dynamics over the big companies which are sorting the content,
which are making it accessible,
but also the social dynamics of
the digitally connected people which is distributing the information,
sharing self producing content and different other forms of even private life.
And from this point of view,
we can speak about,
now we'll say, the double logics,
the logics of professional companies,
the big companies which are elaborating
algorithm of the certain content of making it accessible etc.
but also the logics of the social reposting,
redistributing making accessible content in social media.
It doesn't mean that these logics have no commercial peculiarities.
Of course, they must spread about via social media, via social networks.
Content also could be commercialised.
The main question is who will be the final beneficiary of this commercialization.
But they know Kay says the general trend as we
can see is the transformation of goods into services,
because it's not actually just the serie or just an episode of one serie,
it's a kind of permanent service connecting you as audience with the content producer.
From this point of view,
the relationship of access becomes much more important than the relationship of property
and this issue was covered by
American economist Jeremy Rifkin in the book The Age of Access,
quite old books right now.
And in this book,
he's arguing that in a new world,
the access to the particular good,
to the particular service becomes much more
important than in the old world was that property owned.
Because in the old world,
the exchange was very simple,
the seller and consumer exchanged money against goods.
So, seller transferred the property of the particular product to consumer,
or particular good to the consumer,
and consumer transferred the money to the seller.
In actual world, we have deal with a permanent connection between provider,
service and user, consumer.
It means, but the good could remain in the property or direct property of seller.
So from this point of view,
the proliferation of such things as what we call the online movie theaters.
It's the good example.
Or what this online movie theaters?
It's something which instead selling you the film,
sell you the right to watch this film for example,
for I don't know limited number of days for example.
So, it means that the access fee replaces the good per good payment.
And from this point of view,
it creates the permanent relationship between user
and someone who is the service provider.
And of course make
the permanent relationship between user and some technological companies,
which are usually such kind of providers.
Of course, it provoked the reconsideration in field of product classification.
Field of product classification in field of cultural industries and theorist of
fourscore cultural industries of the so-called old school of 1970s and 1980s,
has been obliged to add some particular services,
some particular products into classification especially what
they call the social exchanges.
For example social exchanges such as searching engines,
social networking sites etc.
etc. all such kind of things for them, are social exchanges.
And for them it's also a part of the cultural industries around because they become
a very important way to produce and to distribute the cultural products.
To produce because users become a producer and sometimes use
social networks in order to produce and organize such kind of content distribution,
because a lot of content is usually reported as shared et cetera,
via networking and media networks with social media networks.
In addition to that,
they are proposing to add the sources of free access into this field.
Because of the proliferation of the advertising base and model in different fields.
Even in museum fields,
even in commercial television etc.
etc. From this point of view,
the classification of products becomes much more larger and probably we can
expect the further growing of
the number of types of products or diversification of products in the future.