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In this chapter we explore what happens in theory and in practice when Internet technologies are adopted within the cultural industries. This dual focus on e-commerce and the cultural industries is, we argue, significant not just empirically but conceptually too. Whilst there has been considerable debate about what precisely constitutes the cultural industries (see Du Gay and Pryke, 2002, for example), there is a reasonable consensus, as Power and Scott in the introduction to this volume make clear, that at the very least their key attributes include an involvement in commodities and services with high levels of symbolic content. We argue that while the Internet has the potential to reconfigure a whole host of industries, study of the impact upon the value chains of those with high levels of symbolic content is particularly important given the Internet’s potential to reconfigure the very way in which we think about and define the cultural industries.
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