«After cyberspace»: social media and the problem of power

In the article the author argues that nature of power with reference to «social media» or Web 2.0 can be understood taking into account the model of transition from «disciplinary society» to «control society». The contradictory character of Web 2.0` interactivity which liberates a potential of the users and simultaneously represses it is underlined. The understanding of modern cultural production as connected with the creative industries and immaterial labor allows to avoid too optimistic, connected with neoliberal ideology discourse when we estimate «social media» and to refuse superficial criticism of this phenomenon.