I'd probably still rather live in a pleasure-based oppressive society than a pain/torture-based oppressive society, but I suppose I'd agree that the pleasure-based approach is probably more successful at being oppressive, at least in the long term.
At what point does Web 2.0-related activity go from being mere distraction to actually being pleasurable, though? I've always believed that you had to have a psychological predilection for addictive behavior before you could gain pleasure from something like Wikipedia, which doesn't provide a direct physical stimulus just from participating (i.e., just looking at the porn doesn't count). I don't think we can just overlook the fact that many, and almost certainly most, people find Wikipedia participation to be anything but pleasurable.
Then again, even if we grant that WP is potentially a tool for oppression via people's addiction to editing, etc., it's hardly an either-or thing, is it? They can always reserve the truckloads of soma pills for folks who can't be easily addicted to various forms of "cyberactivity."
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