Social media self-presentation is a technology of self-governance under neoliberal capitalism.

Evidence

But self-branding should not go uncriticized; rather, it needs to be analyzed on both an individual and community-based level. That analysis should include an understanding of how the social becomes economic and vice versa. It should question how people describe the fantasy of personal branding, and how market-centered practices fulfill or neglect self-branders’ needs. We must understand the concrete effects of self-branding—a neoliberal technology of subjectivity—on the practitioners themselves. — Alice E. Marwick, Status Update, 427 (#corroborates, via linked claim)

In other words, social media allows people to strategically construct an identity in ways that are deeply rooted in contemporary ideas that the self is autonomous and constantly improving. But it is Web 2.0 culture that encourages this behavior by advancing a particularly neoliberal conception of the “enterprising self,” one that advocates the use of technology for identity creation and presentation. In social media applications and Web 2.0 culture, identity can be constructed, managed, and changed. — Alice E. Marwick, Status Update, 495 (#corroborates, via linked claim)

Categorization

• XREF: connects to: Online self-presentation expresses a neoliberal subjectivity applying market principles to identity — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 25; Social media promotes an ideal of privatizing the self into corporate form — Grant Bollmer, Katherine Guinness, The Influencer Factory: A Marxist…, 354; Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 427 (+11 more)

Related

• Social media self-branding functions as self-governance under neoliberal capitalism (similarity 0.92)
• Online self-presentation expresses a neoliberal subjectivity applying market principles to identity (similarity 0.92)
• Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. (similarity 0.89)
• Neoliberal capitalism underlies how social media organize social status (similarity 0.89)
• Online self-presentation follows neoliberal market logic rooted in San Francisco startup culture (similarity 0.88)
• Social media norms turn self-expression into self-branding aligned with corporate interests. (similarity 0.87)
• Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. (similarity 0.87)
• Web 2.0 technologies produce the neoliberal subject through self-regulation, not state coercion. (similarity 0.86)
• Current social circumstances, not the technology itself, drive self-branding behavior. (similarity 0.84)
• The Web enabled individuals to apply corporate branding strategies to themselves (similarity 0.83)
• Social media’s design rewards visibility and self-promotion with social status. (similarity 0.82)
• Digital media shifted culture from representation of selves to self-presentation (similarity 0.82)
• Neoliberalism governs people by getting them to self-regulate toward economic ideals. (similarity 0.82)
• Status-seeking techniques like self-branding reflect and reinforce existing social hierarchies. (similarity 0.81)
• Web 2.0 technologies teach self-regulation along business ideals like public schooling did (similarity 0.81)

Broader Connections

• Self-branding functions as a neoliberal technology of subjectivity shaping its practitioners. #corroborates (0.88) — Alice E. Marwick, Status Update, 427
• Internet self-representation conceals a capitalist infrastructure producing the self as commodity #corroborates (0.85)
• Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. #corroborates (0.85) — Alice E. Marwick, Status Update, 495
• Web 2.0 technologies produce the neoliberal subject through self-regulation, not state coercion. #expands (0.84) — Alice E. Marwick, Status Update, 37
• Social media promotes an ideal of privatizing the self into corporate form #expands (0.82) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 354
• Neoliberals conditioned self-government on accepting market discipline #expands (0.80) — Jessica Whyte, The Morals of the Market, 297
• Neoliberalism generalizes the enterprise form across the entire social body #expands (0.78) — Michel Foucault, The Birth of Biopolitics, 823
• Social media’s design rewards visibility and self-promotion with social status. #complicates (0.75) — Alice E. Marwick, Status Update, 39