Online self-presentation follows neoliberal market logic rooted in San Francisco startup culture

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

• XREF: The ‘neoliberal subjectivity applied to the self’ framing resonates with self-branding literatures (Banet-Weiser’s AuthenticTM, Hearn) and the culture-industry critiques the reader already mines; also sets up the book’s thesis that tech-embedded values shape identity display. — connects to: Online self-presentation expresses a neoliberal subjectivity applying market principles to identity — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 25; Social media self-presentation is a technology of self-governance under neoliberal capitalism.; Web 2.0 repackaged American mythologies like rags-to-riches entrepreneurship into startup culture — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 22 (+9 more)
• DEFINE: Introduces the book’s core concept that the profile is the key unit of Web 2.0 and that online identity is a market-driven self-presentation practice.
• corroborated: 2 independent passages support this claim — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 25

Broader Connections

• Online self-presentation expresses a neoliberal subjectivity applying market principles to identity #corroborates (0.95) — Alice E. Marwick, Status Update, 25
• Social media self-presentation is a technology of self-governance under neoliberal capitalism. #corroborates (0.90)
• Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. #corroborates (0.90) — Alice E. Marwick, Status Update, 495
• Web 2.0 repackaged American mythologies like rags-to-riches entrepreneurship into startup culture #expands (0.85) — Alice E. Marwick, Status Update, 22
• Showing oneself as a self online begins the manufacturing of the self as commodity #corroborates (0.85) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 61
• Internet self-representation conceals a capitalist infrastructure producing the self as commodity #corroborates (0.85)
• Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. #expands (0.85) — Alice E. Marwick, Status Update, 427
• Neoliberalism displaces race into market-mediated commodified self-presentation #expands (0.80)
• Social media promotes an ideal of privatizing the self into corporate form #corroborates (0.80) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 354
• Social media reframed self-identity as a personal brand selling attention #corroborates (0.80) — Tim Wu, The Attention Merchants, 1031