{"id":9363,"date":"2025-10-30T15:38:01","date_gmt":"2025-10-30T14:38:01","guid":{"rendered":"https:\/\/www.hactebcn.org\/actualitat\/we-generate-knowledge-collectively-but-the-monetization-system-falls-into-the-hands-of-a-few\/"},"modified":"2026-01-08T09:32:31","modified_gmt":"2026-01-08T08:32:31","slug":"we-generate-knowledge-collectively-but-the-monetization-system-falls-into-the-hands-of-a-few","status":"publish","type":"actualitat","link":"https:\/\/www.hactebcn.org\/en\/actualitat\/we-generate-knowledge-collectively-but-the-monetization-system-falls-into-the-hands-of-a-few\/","title":{"rendered":"“We generate knowledge collectively, but the monetization system falls into the hands of a few”"},"content":{"rendered":"\n

The second conversation of the blog The algorithm and capital<\/em> brings together Xavier Cubeles <\/strong>and Martina Nadal<\/strong> within the framework of the Revers<\/strong><\/a> programme.<\/strong> The dialogue addresses the effects of the paradigm shift brought about by the emergence of artificial intelligence, not only in artistic creation but also in the way we live, work and relate to each other. <\/p>\n\n

Xavier Cubeles<\/strong> is a member of the Consulting team at Eurecat Centre Tecnol\u00f2gic, where he directs and participates in the implementation of applied research projects and the promotion of innovation in the fields of the cultural, creative and tourism industries. He is also an associate professor at the Faculty of Audiovisual Communication at Pompeu Fabra University, where he teaches the subject Economics of Cultural Industries. <\/p>\n\n

Martina Nadal <\/strong>is a designer and creative director specialized in creativity for social change, with a strong international focus. He has led strategic design and communication projects for global institutions such as UNICEF, UNDP and the European Commission. As a partner, COO and head of social impact at Domestic Data Streamers, she drives initiatives that connect information with people to inspire ethical and social transformation. <\/p>\n\n

The conversation also explores the need to rethink the concept of authorship in a context dominated by digital intermediation and the care economy, and raises how to incorporate technology from an ethical perspective and oriented towards the common welfare. Both reflect on the responsibility of large platforms, the precariousness derived from new models of cultural production, and the importance of building creative communities capable of resisting the logic of efficiency and vindicating the human value of creativity. <\/p>\n\n

Xavier Cubeles<\/strong>: We are experiencing a paradigm shift that is being very radical and that with digitalisation, and now with artificial intelligence, is advancing with a beastly acceleration. The ways of living, working, producing, consuming… And what does a paradigm shift mean? It assumes that we are unable to see what will happen. <\/p>\n\n

I like a simile that I heard Gen\u00eds Roca say: we are driving a car with a lot of fog, where the only thing we see clearly is through the rear-view mirror, the one behind us, but we have no idea what is in front. The important thing is the attitude we adopt towards this moment, how we face a change that we do not really know where it will go. <\/p>\n\n

\"\"
Daniel Cao<\/figcaption><\/figure>\n\n

Martina Nadal<\/strong>: Following the metaphor of the car, I think we have invented and absorbed something that goes very quickly before considering what the risks and consequences of what it means to incorporate it at certain speeds.<\/p>\n\n

We cannot ignore that the industries that are driving this paradigm shift are the same ones that drove the social media revolution and on very few occasions have shown a minimum degree of responsibility to avoid disastrous consequences on mental and social health, democratic systems… For me, right now there are no incentives for the common welfare to be at the center of the incorporation of these new technologies.<\/p>\n\n

X.C.<\/strong>: Social networks are a new way of intermediariing. There is no disintermediation of the cultural sector or society, but there are new digital intermediaries, and all this has an impact on individual and collective well-being. And now we are seeing that these impacts are not necessarily kind. <\/p>\n\n

To go a little further, one characteristic of the entry of artificial intelligence into the cultural sector is that some activities that could only be done by people, such as creativity, now participate or are done by machines. This did not happen before: creativity used machines, but they did not generate proposals for ideas. <\/p>\n\n

M. N.:<\/strong> Precisely one of the ideas that we put forward at Domestic Data Streamers<\/a> is the planned death of language models. In other words, given that there is a certain tyranny of this probabilistic calculation that repeats patterns on what is known all the time, we wondered what would happen if, discarding these logics of efficiency, we planned from time to time the death of certain models to ensure that they are in an imposition of constraint, as we humans find ourselves, often causing radically more creative thinking to emerge. This is not to the detriment of human creativity, but can be a starting point, or a provocation to ask ourselves if it makes sense to continue making this kind of constant replica where a tyranny appears that incorporates all the biases and condescension of the data that may have existed and, therefore, a rejection of those that could not have existed.<\/p>\n\n

In this sense, the discourse put on the table by the Center for Human Technology<\/a>, a group that comes out of Google and Big Tech in Silicon Valley that is trying to promote new regulatory frameworks around new technologies, is also interesting. And there is a particularly interesting concept, which is how digital culture should be on the public health agenda because it has enormous social impacts, mental health, consumption patterns or democratic behaviour.<\/p>\n\n

\"\"
Daniel Cao<\/figcaption><\/figure>\n\n

X.C.<\/strong>: This brings us to a very relevant issue: the attention economy. In the nineteenth century, the problem was how to guarantee the production, and freedom of production, of content and that it reached the population. In the twenty-first century, the challenge is how we distribute our attention. <\/p>\n\n

M.N.:<\/strong> That’s right, we’re creating perfect persuasion machines that are able to decide before us without us realizing it. <\/p>\n\n

One experiment we did is the Skeptic Reader<\/a> tool, which is an example of how to use the integration of these models to ask ourselves better questions and not to look for the simplest answers. It is a plug-in that, when you are consuming a news item or any other type of information, you can ask it to do an analysis and it finds logical flaws, alternative perspectives, counterarguments, data that are not referenced…<\/p>\n\n

On the other hand, there is the issue of authorship, where I think it is interesting not only to make the creator visible, but also the entire space and the whole series of actors around AI models. We need to look for fairer models on how the data with which the models are trained are remunerated, and more transparency with algorithms and decision-making logics so that audits can be carried out. <\/p>\n\n

X.C.:<\/strong> Many institutions in our country and Europe have their data hosted on servers of large companies. They have been “gifted” to them. Bilateral markets have been set up where you give something to someone in exchange for another that we receive for free (such as an email account or a space for data storage), and they use it to earn money from another side or market (such as advertising or AI training). There is nothing free in these environments. There will be a part of the data that we have not consented to give, but another that we have. <\/p>\n\n

M.N.<\/strong>: And in relation to the data that we have not consented to give, the big tech companies think that if to obtain it they have to violate some rules that can lead to a penalty but this allows them access to an industry of trillions, it is a toll to be paid. We have very few risk mitigation tools to prevent this from happening. <\/p>\n\n

X.C.<\/strong>: There is a global governance problem because the European Union can try to regulate rights in this complex scenario, but if there is no agreement at a global level it is very complicated… <\/p>\n\n

\"\"
Daniel Cao<\/figcaption><\/figure>\n\n

M.N.<\/strong>: The authorship is dissolved and there is no traceability of the contents. We collectively generate knowledge, but the monetization system is in the hands of very few and regularization is very difficult. I think it’s too late to be pessimistic and we have to look everywhere we can to find the models that allow us to see gaps in change and transformation. <\/p>\n\n

X.C.<\/strong>: Unexpected things can happen. The industrial revolution developed the muscular system of the economy: it was no longer necessary to exert physical strength because machines did it. Now, the digital technological revolution is developing the neural system of the economy and today it seems that there is no need to think so much because there are already decisions made by machines. But, after the industrial revolution, do we exercise less or do we pay to do it? Perhaps after this AI revolution, people will need to exercise creativity for their individual well-being and health. Perhaps there is a growing part of the population that chooses to say: “what I want to do is paint, write, make music… which are activities that provide me with an enjoyment that AI cannot replace”. And perhaps here there is a whole new economy emerging from a new way of practicing culture. <\/p>\n\n

M.N.<\/strong>: And not only as a creator, but also as a consumer. In the end, what excites you about culture is understanding how someone has chosen those words or those forms to convey the experience lived. And this is not delegable, it is not automatable; Here you cannot incorporate the logic of efficiency. <\/p>\n\n

X.C.<\/strong>: Exactly. Therefore, unexpected things can happen and people can make decisions that are not predictable. <\/p>\n\n

M.N.: <\/strong>We have the example of what is happening now with the young people of Nepal, who in a matter of days have organized themselves through Discord as a result of the ban on social networks and cases of corruption to protest, to the point that they have elected a new prime minister. I think it’s a very encouraging example of how digital culture is making it possible in some spaces to break the status quo<\/em> or certain logics of power. X.C.:<\/strong> The digital world puts the concept of community at the center. And this is the vision that we need to change, not only thinking about creators but also about communities, because communities are forged around culture and creators are architects of communities. <\/p>\n\n

\n\n

This conversation is part of the Revers<\/em> programme, which has the support of the Department of Culture of the Generalitat de Catalunya and aims to activate debate and generate knowledge around various aspects that affect the field of digital culture. <\/p>\n\n

The series proposes duo conversations between creators, researchers, developers, managers and other agents in our context to explore, from different perspectives, key issues that cross digital practices.<\/p>\n\n

In this primer <\/code>second thematic block, dedicated to exploring how algorithmic systems and economic logics reconfigure creation, distribution and cultural value, Xavier Cubeles, Daniel G. And\u00fajar, Mireia de Gr\u00e0cia and Martina Nadal participate. The conversation will open to the public in a public debate on November 11, 2025 at 6 p.m. at the Antic Teatre. <\/p>\n\n

This conversation has been edited for clarity and conciseness.<\/p>\n","protected":false},"featured_media":9269,"parent":0,"template":"","meta":{"_acf_changed":false},"categories":[104],"tags":[117,122],"destacat":[],"class_list":["post-9363","actualitat","type-actualitat","status-publish","has-post-thumbnail","hentry","category-debates-en","tag-community","tag-transfer"],"acf":[],"yoast_head":"\n"We generate knowledge collectively, but the monetization system falls into the hands of a few" - HacTe<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hactebcn.org\/en\/actualitat\/we-generate-knowledge-collectively-but-the-monetization-system-falls-into-the-hands-of-a-few\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\""We generate knowledge collectively, but the monetization system falls into the hands of a few" - HacTe\" \/>\n<meta property=\"og:description\" content=\"The second conversation of the blog The algorithm and capital brings together Xavier Cubeles and Martina Nadal within the framework of the Revers programme. 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