The corporate form now structures the social-media subject itself

Evidence

What does it mean that, from looking at the videos of influencers, it is almost impossible to formally distinguish between precarious influencers and influencers who should be understood as vertically integrating their own identities, investing in means of production of the self? Today, the subject of social media follows a corporate form. Class struggle, when it comes to the internet, must first reject the view that internalizes corporate logic at the level of subjectivity. Influencer culture itself will not permit the abandoning of this model of subjectivity. The resistance to capital today must abandon “influence” as a model of social relation. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 395

Categorization

• DEFINE: Defines the book’s core claim that social-media subjectivity has itself taken a corporate form — the essential element of the ‘Corpocene.’
• XREF: connects to: Social media norms turn self-expression into self-branding aligned with corporate interests. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 44