The influencer’s crafted self derives its uniqueness from interchangeability with property

Evidence

In our contemporary conjuncture, a “self” is reduced to that which can be crafted into a saleable commodity, a commodity that appears to be a “real” and “authentic” expression of one’s personhood. Yet this “self” defines its specificity and uniqueness through its interchangeability with property; this “self” is generic, mobile, fungible, exchangeable with all others. In the next chapter, we will examine a transformation that may seem perplexing but is completely logical: in the videos of numerous influencers, homes and cars are increasingly replaced by warehouses. … The warehouse is the end point of all culture and all sociality after the real subsumption of community by capital. When capital absorbs self, society, relation, being—then we will all be living and working in warehouses. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 206

Categorization

• XREF: Connects directly to the Corpocene thesis: the self-as-firm completes corporate personhood’s circuit, and the warehouse as background infrastructure.