Last year I published an edited volume called Clickbait Capitalism. The title came as a surprise, even to me. The book was meant to be called Libidinal Economies of Contemporary Capitalism. No one was interested in the volume until I changed the title. This surely tells us something about the publishing industry and how it likes to market the political-economic. A list of recently published books includes the following: Chokepoint Capitalism, Crack-up Capitalism, Cannibal Capitalism. Whatever next? One pundit on Twitter cut to the heart of the matter: “Why not ‘capitalist’ capitalism?” Anyway, I sent an email out to a few publishers: “I have a book manuscript called Clickbait Capitalism. Do you want to see it? Click here!” And just like that, they were interested. It was almost an accident. At the very least an experiment. There was no mention of clickbait whatsoever up until that point. Then suddenly it became the hook for the entire project.
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