A very clear quote from Adam Arvidsson:

“Informational capitalism is characterized by a growing separation between production and valorization. The production of immaterial values like knowledge, affect and sociality increasingly takes place in autonomous processes of technologically empowered communication that unfolds among users themselves. Their valorization occurs through the ability to appropriate a share of the global surplus, which is distributed on financial markets. The ability to accumulate an ethical surplus therefore becomes a necessary condition for the ability to appropriate surplus value. Therefore recent forms of brand management, that intervene directly on social communication without relying primarily on advertising and other forms of propaganda are becoming a central managerial technique for the information economy in general.�