this matrix of individuality promote a completely different way of living, then that of full-time based industrial existence composed of work – leisure and production – consumption. the central tool of immaterial work of the intellectual masses is the widening of productive cooperation and therewith the reproduction of communication. more so: the process of producing communication directly begins to become a process of utilization, so that once passive consumers from the first moment are included in the economic matrix.

communication landscape

maurizio lazzerato writes: »contrarily the act of consuming is productivity, in so far as it is a necessary condition of a new product. consumption is hence especially the consumption of information. it is no longer only the realization of a new product, instead real social procedure of it`s own right, defined for and in that moment as communication.« 2 the evaluating and informing of the consumers aswell as the positioning and publishing of the producers are the bonds within the matrix, which establish this social procedure.

the product of immaterial work is the »message« and the discourse of its positioning within the matrix. such a public relationship as a procedure can only exist and be productive, when open interest is found. this is so described by michael goldhaber 3 in the internet magazine telepolis, the lean resource of open interest as a new and individual form of economics. the positioning of a social relationship needs in this economy of communication a carrier of information, that can transform the immaterial products into marketable and utilizable goods. but: how is the value of an object established when its material medium is pushed into the background and usually the degree of autonomy and subjectivity attributed to the productors is defined by this background.