Pulling from some old communication theory while I am thinking about blogging and the indie web, and especially thinking about Dallas Smythe, who argues that mass media doesn’t produce content but audiences, packaged and sold to advertisers. On social media, users aren’t just the audience being sold, they’re also a labor force co-producing the content that attracts more audience.

Looking back at the feminist blogging era with the benefit of my current experience, I’d argue that what made Feministe different from our peer blogs was the commitment to convening the audience and sharing the platform without packaging it up for or selling to advertisers. That was largely my boundary – with as much market space as it commanded for the time, it was never monetized at scale, though individual contributors were free to use it as they wanted to build their audiences. We eventually committed to a small advertising carousel to cover hosting costs.

I recall someone balking at me for refusing to broadly monetize when I spoke at Blogher in 2005, but it was a hard line, for better or worse.