Information and Communication Technologies and Society

■ This article argues for the need of Critical Internet Theory. It outlines how such a theory operates by the example of the role of gifts and commodities in the Internet economy. It is argued that after the crisis of the `New Economy', the emergence of what is termed `Web 2.0' signifies the increasing importance of the Internet gift commodity strategy. This strategy commodifies the users who produce content and communications online on free access platforms so that advertisement rates are driven up, and functions as a legitimizing ideology. In this context, the notion of the Internet prosumer commodity is introduced. ■