Tracing the Birth of the Audience Commodity: A Review of Zoe Sherman’s Modern Advertising and the Market for Audience Attention

Scholars in the field of critical political economy of communication have long considered how the media industry’s economic arrangements have influenced modern capitalist systems. Notably, these scholars have argued that the media industry’s primary goal has been the construction of an “audience commodity” that can be sold to advertisers. In Modern Advertising and the Market for Audience Attention: The US Advertising Industry’s Turn-of-the-Twentieth-Century Transition, Zoe Sherman outlines the origins of this idea of the consumable audience. This review highlights the significant contributions of Sherman’s work for communication scholars. Moreover, it considers whether economic models that stress the power of information and data ownership are best suited to challenge the contemporary realities of surveillance capitalism, the roots of which Sherman traces to the professionalization of the advertising industry in the nineteenth and twentieth centuries.