Arts of Speaking to Consumers:A Case on the Commodification of Social Sciences and Humanities in China

• In Event: 40826 - Knowledge #2: Scientific and Social Scientific Knowledge

Abstract

Social sciences and humanities (SSH) are increasingly facing a survival crisis driven by technological disruptions, shifting policy landscapes, declining student enrollments, funding constraints, and administrative transformations. In response, some scholars are seeking to expand their reach by transforming their knowledge into products aimed at lay audiences. However, existing literature on the commercialization of science has largely overlooked three critical dimensions: (1) the unique challenges and dynamics within SSH disciplines; (2) the adaptations of knowledge itself during the commodification process; and (3) the intersection of scientific commercialization with the digital attention economy. This study addresses these gaps by examining SSH scholars’ participation in China’s Online-For-Profit-Course (OFPC) industry. Drawing on interviews with scholars and editors, as well as supplementary materials, the research reveals that the commodification of SSH knowledge is distinctly consumer-oriented, contrasting with the application-oriented commodification typical of natural or applied sciences. The study identifies six key strategies employed by scholars and OFPC platforms to attract and retain consumers: (1) vulgarization of content; (2) imagination of the audience; (3) endorsement of lecturers; (4) prolonged marketing of courses; (5) caution regarding censorship; and (6) vigilance over potential risks. Additionally, the study highlights divergent attitudes among scholars toward the OFPC industry. By shedding light on these dynamics, this research contributes valuable insights into how SSH disciplines can expand their audiences in the digital age while navigating the tensions between accessibility and the preservation of their critical and intellectual rigor. It also underscores the need to establish boundaries to safeguard the integrity of SSH in the face of commercialization pressures.

Author

• Yingzhe Zhu, Northwestern University