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This paper contributes to the social theoretical foundations of a sociology of media and communication by making use of the cultural–historical school in psychology. Such perspective gains relevance in digital capitalism and the blurring of production and Internet usage. The paper first revisits Habermas's influential notion of communicative action and agency. Second, it uses activity theory as an alternative, more promising way of theorising because it links communication closer to work. A model of communicative action is introduced and a conceptual link between media and human tool use is established. Third, the paper elaborates on the notion of activity in the digital world and posits that digitalisation can be understood as a 'machinisation' of mental and communicative-coordinative work. The developed perspective, the paper concludes, allows critical media and communication sociology to operate with meaningful concepts of communicative expropriation, exploitation and alienation. [ABSTRACT FROM AUTHOR]