Learning to Immaterial Labour 2.0: Facebook and Social Networks Mark Coté and Jennifer Pybus Published in: Peters, Michael A. and Ergin Bulut (Eds.) Cognitive Capitalism, Education and Digital Labor, New York: Peter Lang, 2011 Can one already glimpse the outlines of these future forms of resistance, capable of standing up to marketing’s blandishments? Many young people have a strange craving to be ‘motivated’, they’re always asking for special courses and continuing education; it is their job to discover whose ends these serve, just as older people discovered, with considerable difficulty, who was benefiting from disciplines. A snake’s coils are even more intricate than a mole’s burrow. (Deleuze, 1995, p. 182) Facebook is undoubtedly the biggest and brightest new star of the media firmament. There are now 500 million users and counting, making it is the world’s second most popular website, behind only Google. More importantly, Facebook users log an average of 60 minutes each day, by visiting the site an astounding 13 from the time they wake up to the time they go to sleep (Facebook). The superlatives of Facebook are not limited to the social and communicative realm. In early 2011, its market value was pegged at almost $83 B (TechCrunch, 2011a). Given that Facebook has only been open to the general