Over recent decades several competing descriptions of the media and cultural industries have been put forward. The media and cultural industries have been described as creative industries, copyright industries, and as constitutive of an experience economy. One key element in these descriptions has been the importance of copyright law in a postindustrial economy. The present study is an analysis of an emerging idea of an industry that functions, in part, outside of the market created by copyright law, and by exploiting, or by building markets on top of, digital, cultural and informational commons. The study is about how this idea is expressed in various forms by business organisations, companies, consultants and policymakers. I have invented the concept of the openness industry to denote the businesses that these organisations and policy makers claim are forerunners and promoters of the idea of ‘openness’ as a business model for the media industry. The purpose of the thesis is to analyse the governmentality and ideology of the openness industry. A key element in the idea of the openness industry is that internet users can be persuaded to produce symbolic products for it by other means than the economic incentives provided by copyright. Another key element is the high value placed on single individuals in the creation of economic value; but in contrast to how the copyright industries are thought to be dependent on ‘authors’, the openness industry relies on the ‘entrepreneur’. Previous notions of the media and cultural industries have given publishers and producers of film, music and games a central role.The companies that are seminal to the idea of the openness industry are internet and technology companies.