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Taking Marx’s analysis as the point of departure, and drawing on a range of concrete examples, this article argues that rather than concentrating on the “new” forms of social and economic intercourse animated by digital media, and especially internet-enabled mobile devices, critical analysis needs to trace the ways in which digital consumption is intensifying the progressive integration of marketing, marketplaces, and forms of payment that have been central to the generation of surplus value and the maintenance of “business as usual,” from the emergence of the modern consumer system at the turn of the twentieth century. Cet article a recours d’abord a l’analyse de Marx puis a un eventail d’exemples concrets pour soutenir que l’analyse critique, plutot que de se concentrer sur de « nouvelles » formes d’interaction sociale et economique engendrees par les medias numeriques, y compris en particulier parmi ces derniers les appareils mobiles avec acces internet, a besoin de recenser les manieres dont la consommation numerique est en train d’intensifier l’integration graduelle du marketing, des marches et des modes de paiement qui ont ete au centre de la creation de plus-value et du maintien du statu quo a partir de l’emergence du systeme de consommation moderne au debut du vingtieme siecle.

The Medium is the Marketplace: Digital Systems and the Intensification of Consumption