The current digital ecosystem requires that people’s behaviour online (their clicks, their likes, their follows, their browsing) by monetized (and weaponized). Archaeology - and the popular conception of archaeology promulgated by so-called ‘alternative archaeologies’ - generates a lot of content, hence clicks, and thus money for Facebook, Amazon, Google.
This passage is an uneasy relationship between digital scholarship and capitalist infrastructures hosting it. My Silk Road GIS project participates in this ecosystem the instant that it goes online: each map view, zoom, and download turns into data that platforms can harvest for profit. In that sense, even well-intentioned digital research is complicit in the attention economy. Yet this awareness also opens a path to critical resistance. I redirect the engagements toward education rather than monetization by first prioritizing open-access hosting; second, sharing metadata through academic repositories rather than commercial clouds; and third, marking my visualizations for their interpretive and not entertainment value. The Silk Road GIS thus becomes both a case study and a critique of how digital archaeology operates within and can ethically challenge the systems which commodify knowledge.