The online platform is driven by a business model.
Why can many individuals upload the same documentary and thus support a rhizomatic structure which is nurturing various 'gesellschaften' (Bell): In Schama's case there are many opinions, represented by the postings of many. The heterogeneity of the group promotes the underlying product-driven consumption. Here we have a documentary, produced by the BBC, enjoyed by a male audience in the US, Canada, and UK, aged between 34-64.
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