EXPLORING MONSANTO'S SOCIAL MEDIA JOURNEY: A FRESH PERSPECTIVE ON CORPORATE COMMUNICATION

Abstract

This study delves into the profound impact of information and communications technologies within the context of sociohistorical conditions, echoing Karl Marx's recognition of their dual nature as tools of both capital and labor. As Marx anticipated, these technologies have evolved to possess subversive potential, capable of either reinforcing capital's dominance over labor or being harnessed by labor for challenging power structures and political redistribution. Drawing from Dyer-Witheford's contemporary perspective, the research highlights the inherent vulnerabilities within capitalist social relations and their potential to catalyze a more equitable future. Dyer-Witheford's framework positions the information revolution as a lens through which to analyze social conflicts rather than viewing progress through a deterministic lens. Digitalization, a cornerstone of capital's expansion, paradoxically provides the channels for disparate sectors of social labor to converge and form strategic alliances. This study explores the concept of "the other globalization," acknowledging the ability of global counter-movements to coopt communication channels to reconstruct themselves and bolster resistance efforts. The Constituent Imagination anthology further underscores the pivotal role of information and communications technologies in empowering social movements within their ongoing struggles.