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Google and Facebook currently control close to two-thirds of global advertising revenue. While dominating the online advertising market, these two companies have thus far avoided paying adequate taxes.
This CAMRI policy brief presents a new policy innovation, the online advertising tax. Considering the key role of user activity and user data for the value of Google and Facebook’s services, it explains how digital advertising companies’ revenues could be taxed based on the respective country in which targeted users are located.
The author reviews existing policy arguments and policy options and sets out practical steps to ensure that tax avoidance by online advertising companies is mitigated. Furthermore, he illustrates how tax revenues could be used to support public service internet platforms.
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Online advertising will soon form the largest share of global advertisement revenues. Google and Facebook netted profits of US $29 billion in 2016. While these two giants control more than 66% of all online advertising revenues complex legal company structures have minimised their tax liabilities. This extended policy report considers where they should be taxed and where the value of their activities is actually created. It argues that tax paid by those platforms should be levied in the country where platform users are located when they click on or view an advertisement. Furthermore, the report examines the practical steps needed to ensure transparent accounting of taxed transactions in order to avoid long term negative effects for media and democracy.
Considering counter-arguments the author makes the case for an online advertising tax alongside a public service Internet strategy that could support other viable platforms and counter the dangers of duopoly or oligopoly and the high risks of financial bubbles in a world where advertising is the Internet's dominant business model.
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Will be part of the Critical Digital and Social Media Studies series
After President Trump’s election, BREXIT and the widespread rise of far-Right political parties, much discussion has focused on populism and authoritarianism. In the middle of the twentieth century, members of the early Frankfurt School studied fascism and anti-Semitism in Germany and the United States. In this volume, leading European and American scholars apply insights from the early Frankfurt School to present-day authoritarian populism, including the Trump phenomenon and related developments across the globe. Chapters are arranged into three sections exploring different aspects of the topic: theories, historical foundations, and manifestations via social media. This book is a major contribution towards deeper understanding of populism’s resurgence in the age of digital capitalism.
Will be part of the Critical Digital and Social Media Studies series
Not since Marx identified the manufacturing plants of Manchester as the blueprint for the new capitalist society has there been a deeper transformation of the fundamentals of our social life. As capitalism faces a series of structural crises, a new social, political and economic dynamic is emerging: peer-to-peer. This book asks what is peer-to-peer (P2P)? Why is it so important to building a commons-centric future? And how could this happen? Using a political economy framework this book discusses various cases exemplifying P2P commons-orientated value models. This book aims to critically intervene through proposals for a commons transition strategy. In this way it illustrates how state, market and civil society can build more inclusive and sustainable institutions.
The Blitz Companion offers a unique overview of a century of aerial warfare, its impact on cities and the people who lived in them. It tells the story of aerial warfare from the earliest bombing raids and premonitions through to the NATO bombings during the Balkan Wars of the 1990s, and subsequent bombings in the aftermath of 9/11. The book focuses on air raids precautions, evacuation and preparations for total war, and resilience, both of citizens and of cities. The legacies of air raids, from reconstruction to commemoration, are also discussed. Uniquely accessible, comparative and broad in scope this book draws key conclusions about civilian experience in the twentieth century.
Many studies have focused on Oxford University. This unique book tells the story of the progressive politics of the ‘town’. It traces Oxford’s local politics in the context of major events from nineteenth century ‘Reform’ to suffrage and UK socialism’s early years to CND’s rise illustrating how the city’s politics has acted as a minor training ground for future Labour Prime Ministers (Wilson, Blair) and a more substantial one for others such as Godfrey Elton and Richard Crossman. The author argues that this history has been one of the co-existence (not co-operation) of working- and middle- class elements thus revealing a rich heritage offering one of the few wide-ranging narratives of local UK city politics.
minist theories and Science and Technology Studies (STS) may enrich a critique of finance capital as the author argues that a critical political economic approach to communication can help in understanding financial markets. Working with case histories of tulipmania, microcredit, Wall Street reporting and the role of ‘screens’, Bubbles and Machines argues that rather than calling financial crises human-made or inevitable they should be recognised as technological.
