In the chapter Bolin argues that in the world of digital, interactive media, media users become involved in two kinds of valorisation processes: one in which they produce social, aesthetic and cultural value within the framework of a cultural economy – which then becomes appropriated by the media industries and transformed into economic value. Furthermore, the nature of the business models of social networking media makes the labour activities at their bottom easily misrecognized by the media users. The result of this process is an increased commodification of social realms that have previously been outside of the economic markets.