Amazon.com provides a number of feedback spaces. These kinds of spaces are the communicative loops that situate digital consumption. Recently we have seen a number of variations in the form of these reviews. Critically, these reviews include ones that take the form of explicit social commentary and go beyond the particularity of a simple product review. This practice drew me to the thinking about economies of review, as parables for digital communication and consumption. Can such reviews challenge spaces of consumption, transform them, go beyond their commercial logics? If so, could we be reviewing these goods not just on their functional or symbolic usefulness, but on how their production is embedded in social, political and ecological vectors?
In the early days of Amazon.com staff would write the reviews of the books were being sold. Over time Amazon developed an agreement with publishers and newspapers to copy their reviews of books onto Amazon.com. This method evolved into the system of feedback we know today whereby customers themselves are able to create an account and write reviews. Not only can you review products, but also review specific comments of other reviewers. In addition, other customers/reviewers are able to rate the review according to ‘helpfulness’ and, as a result, the reviewer will be ranked in relation to other reviewers. The top 1000 reviewers often receive perks from Amazon such as discounts.
I would like to now distinguish four ‘types’ of reviews. The first, perhaps most obviously, being the ‘genuine’ review that is written by a consumer with the interest of informing the public about the product. Here, “self expression” and “enjoyment” seem to be the driving factors of review writing. Reviewers of this sort do not appear to earn a income from their reviews, but see it as a way to express their opinions about a product in a space where others can used their advice in order to make decisions regarding consumption.