The metaphor that ‘data is the new oil’ points to the perception of data as a valuable resource in the form of raw material for algorithmic processing at the centre of data capitalism and its underlying process of datafication. While many point to broader consequences of datafication for social life there is still a need for analytical models to understand the complexity, scale, and dynamics behind these transformations. To focus on data as value is one such approach that is pursued in this chapter. The point of departure is Dewey’s Theory of Valuation (1939), which is discussed in relation to anthropological, sociological, and economic theories of value. The second section presents an analytical model for the study of the dynamics of data capitalism and the process of datafication. This is then illustrated with two examples that highlight the relations between the inner dynamics of data capitalism before the chapter ends with some conclusive recommendations for future empirical research.

Keywords

• Media production
• Media use
• Capitalism
• Value