McLuhan’s books are painful, not because his jokes are overly recondite, but because they mistake chumminess and condescension for making common cause with their audience

Cartoonists, sex workers, mommy bloggers, book reviewers: there’s a pretty clear gender dimension to this division of labor. The programmers at Yelp are predominantly men. Its reviewers are mostly female—and, at least in the initial years of the company, this was even more true as you got to the most active “elite” reviewers. Early rewards for elite reviewers—spa dates and skin care events—suggest that the company was aware of this and counted on it. Men build the structures; women fill them. Without users providing the content, a review portal like Yelp would be deeply pointless. Nevertheless, the users aren’t compensated, or are compensated only with stickers and perks: their labor is “gamified”; they earn special status or are sent book galleys. The problem isn’t that the act of providing content is ignored or uncompensated but rather that it isn’t recognized as labor. It is praised as essential, applauded as a form of civic engagement. Remunerated it is not.