Social media self-branding functions as self-governance under neoliberal capitalism

Evidence

Borrowing from the French theorist Michel Foucault, I argue that these techniques constitute technologies of subjectivity; that is, social media has become a way that people govern themselves. Moreover, this self-governance ties into modern neoliberal market capitalism. The self-presentation techniques so valued by technology workers are intimately connected to the tech industry’s strong faith in deregulated capitalism and entrepreneurship. — Alice E. Marwick, Status Update, 31

Categorization

• XREF: Connects Foucault’s governmentality concept to self-branding; links to readings on the entrepreneurial self and Michel Feher’s ‘self as human capital’. — connects to: Social media self-presentation is a technology of self-governance under neoliberal capitalism.; Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 427; Neoliberal capitalism underlies how social media organize social status — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 20 (+9 more)

Broader Connections

• Social media self-presentation is a technology of self-governance under neoliberal capitalism. #corroborates (1.00)
• Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. #corroborates (0.92) — Alice E. Marwick, Status Update, 427
• Online self-presentation expresses a neoliberal subjectivity applying market principles to identity #corroborates (0.90) — Alice E. Marwick, Status Update, 25
• Social media promotes an ideal of privatizing the self into corporate form #corroborates (0.82) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 354
• Social media reframed self-identity as a personal brand selling attention #expands (0.80) — Tim Wu, The Attention Merchants, 1031
• Social media norms turn self-expression into self-branding aligned with corporate interests. #corroborates (0.80) — Alice E. Marwick, Status Update, 44
• Facebook cultivated the self-as-brand among ordinary individuals #exemplifies (0.80) — Tim Wu, The Attention Merchants, 1004
• Neoliberal capitalism underlies how social media organize social status #expands (0.78) — Alice E. Marwick, Status Update, 20
• Self-branding functions as self-regulation in response to economic uncertainty #qualifies (0.78) — Alice E. Marwick, Status Update, 44
• Online self-presentation follows neoliberal market logic rooted in San Francisco startup culture #expands (0.78) — Alice E. Marwick, Status Update, 25
• Platform rules recondition authenticity, sociality, and acceptance into branded terms #expands (0.75) — Crystal Abidin and Megan Lindsay Brown (eds.), Microcelebrity Around the Globe, 394
• Internet self-representation conceals a capitalist infrastructure producing the self as commodity #complicates (0.75)