Economia da Dádiva e Economia Moral: as bases para a economia digital. anabrambilla@gmail.com

1. Gift Economy, Moral
Economy
Ana Brambilla
September/2018
anabrambilla@gmail.com

2. Moral Economy

3. Moral Economy
“The moral economy of the English crowd in the
eighteenth century”
E. P. Thompson, 1971
Economic expectations to ideational-driven than to
material-driven gains.
Pre-modern economy? Just for non-profit sector?

4. Aristotle
Economy
PoliticsEthics
Practical
Philosophy
Profit? Moral =
Economy

5. HUMAN HARMONY
BETWEEN REASON
AND PASSION

6. Compliances, Sustainability...
An emerging view of humanitarian business company.
anti-capitalism approach
There’s NOTHING to do with...
Kind of paternalism
of society and
social norms and
obligations of local
communities.

7. To Powelson
Fairness
Goodness
Justice
MORAL
ECONOMY

8. Why did the Web 2.0
go wrong and what
does it have to do
with all this?

9. MEDIA COMPANY AUDIENCES

12. Utility
Value
Worth
AGAMEOF: Moral Economy
Gift Economy
Commodity Economy
All concepts about economy
embrace social deals between
participants (or sides).

13. What is
Web 2.0?

14. WebWe

15. “All participants need to feel that all parts have a correct
behavior in the transaction. In some cases, the Moral
Economy keeps control over an aggressive search for own
interests - on a short term - in the name of a long term
relationship between participants.”
Henry Jenkins
The Spreadable Media, 2015

18. Gift Economy

21. 1922, Marcel Mauss
GIFT
ECONOMY
GIVE
RECEIVE
RETURN

22. Commodity Economy

23. COMMODITY
ECONOMY
Value
Bulk
GIFT
ECONOMY
Worth
“On the commodity culture, you can
understand shared content as
economically harmful, while on
informal gift economy, on the other
hand, no shared content is socially
harmful.”
Jenkins, H. 2015

24. That’s also about REPUTATION...
… because we’re on a MICRO era.

25. Web 2.0
=
Audiences’ Domination

26. https://www.youtube.com/watch?v=YrpK90bHO2U

28. 2 MAIN MOTIVATIONS
(by Clay Shirky):
INTRINSIC
SOCIAL
It will change the
logic behind
content
production and
consumption.

29. “... how will the companies discuss about a desire to
build relationship with their customers if their
transactions will be judged - at least, a part of them -
based on rules of gift economy?”
Jenkins, H. 2015

30. MEDIA COMPANIES USERS
What they
expect from
each other?

31. All we want
is audience...
… or ENGAGEMENT?

32. A Gift Economy Brazilian Case: Calypso

33. How measure
engagement?
What is
engagement?

34. GIFT / MORAL
ECONOMY
COMMODITY
ECONOMY
DIGITAL
ECONOMY

35. Economic investment
to
Emotional investment
?