Online self-presentation expresses a neoliberal subjectivity applying market principles to identity

Evidence

Social media is intrinsically focused on individuals—the “profile” being the key unit of Web 2.0—who produce and consume content. Thus this book deals with self-presentation strategies. Individuals tend to adopt a neoliberal subjectivity that applies market principles to how they think about themselves, interact with others, and display their identity. People present themselves online based on a host of factors including their physical environment; social context; race, ethnicity, gender, sexuality, and economic background; the availability of technical infrastructure; the technical affordances of different applications; and the norms of those with whom they interact online. But the organizing principles of Web 2.0 technologies are deeply influenced by the context in which they were created: the venture-backed startup scene of San Francisco. — Alice E. Marwick, Status Update, 25

Categorization

• DEFINE: Introduces the key concept that individuals adopt ‘neoliberal subjectivity’ in their self-presentation online.
• XREF: Connects to Foucault’s governmentality and neoliberal critique; also to the self-branding literature this book foundationalizes. — connects to: Neoliberalism displaces race into market-mediated commodified self-presentation; Showing oneself as a self online begins the manufacturing of the self as commodity — Grant Bollmer, Katherine Guinness, The Influencer Factory: A Marxist…, 61; Social media reframed self-identity as a personal brand selling attention — Tim Wu, The Attention Merchants, 1031 (+15 more)

Broader Connections

• Showing oneself as a self online begins the manufacturing of the self as commodity #corroborates (0.95) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 61
• Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. #corroborates (0.92) — Alice E. Marwick, Status Update, 495
• Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. #expands (0.90) — Alice E. Marwick, Status Update, 427
• The Web enabled individuals to apply corporate branding strategies to themselves #exemplifies (0.90) — Alice E. Marwick, Status Update, 466
• Social media reframed self-identity as a personal brand selling attention #expands (0.88) — Tim Wu, The Attention Merchants, 1031
• Neoliberalism displaces race into market-mediated commodified self-presentation #qualifies (0.85)
• Social media self-presentation is a technology of self-governance under neoliberal capitalism. #qualifies (0.85)
• Internet self-representation conceals a capitalist infrastructure producing the self as commodity #expands (0.82)
• Digital media shifted culture from representation of selves to self-presentation #corroborates (0.80) — Crystal Abidin, Internet Celebrity, 77
• Pre-Web internet fostered play and identity experimentation, not marketable self-presentation #contradicts (0.75) — Alice E. Marwick, Status Update, 493
• Self-branding’s demand for total presence becomes sadistic control #complicates (0.72) — Anna Kornbluh, Immediacy, or The Style of Too Late…, 96