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Financial markets and online advertising: reevaluating the dotcom investment bubble

机译：金融市场和在线广告：重新评估互联网投资泡沫

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摘要

While the dotcom period is often dismissed as a false start in the history of the web's commercial development, it is better conceived of as highly generative of modern structures of online advertising. Soaring investment markets and the developing online advertising sector entered into a pattern of mutual reinforcement that began in 1995 and intensified until the bubble collapsed in 2000, transforming the character of the web in the process. This article sketches the contours of this generative capacity, focusing on the production of demand for online advertising services. Taking the approach of critical political economy [Pickard, V. (2013). Being critical: Contesting power within the misinformation society. Communication and Critical/Cultural Studies, 10(2-3), 306-311], this narrative is contextualized as an outgrowth of broader social trends, namely the increased importance and interconnection of marketing communications, media technologies, and finance within the changing capitalism of 'the new gilded age' [Gillespie, R. (2012). Gilders and gamblers: The culture of speculative capitalism in the United States. Communication, Culture & Critique, 5, 364].
机译：虽然网络时代通常被视作网络商业发展史上的一个错误起点，但人们最好将其视为现代网络广告结构的高度产生。飙升的投资市场和发展中的在线广告行业开始于1995年开始相互加强的模式，并一直持续到2000年泡沫破裂，从而改变了网络的特征。本文勾勒出这种生成能力的轮廓，重点放在对在线广告服务需求的产生上。采用批判性政治经济学的方法[Pickard，V.（2013）。至关重要：在错误信息社会中的竞争能力。传播与批判/文化研究，第10（2-3）号，第306-311页]，该叙述被背景化为更广泛的社会趋势的产物，即在不断变化的资本主义中，营销传播，媒体技术和金融的重要性和相互联系日益增强“新镀金时代” [Gillespie，R.（2012）。烫金和赌徒：美国投机资本主义的文化。通讯，文化与评论，5，364]。

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