Under capitalist subsumption, the self becomes a saleable commodity defined by interchangeability

Evidence

We have examined two backgrounds of influencer culture, homes and cars, and what these backgrounds reveal about personhood, property, and intimacy under the real subsumption of community by capital. 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. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 206

Categorization

• DEFINE: Crisp statement of the book’s thesis: self-as-commodity defined by fungibility rather than uniqueness.
• XREF: Directly supports the Corpocene framing — the self that becomes a firm. Connects to the reader’s stated goal of analyzing a creator via Bollmer’s four infrastructures. — connects to: Marx compared self-recognition through others to the commodity’s need for another commodity. — Dirk Braunstein, Adorno’s Critique of Political Economy, 1254; Under spectacle capitalism, appearing replaced having as the commodity exchanged — Aris Komporozos-Athanasiou, Speculative Communities: Living with…, 304; Portfolio logic colonizes creative selfhood, treating personhood as vendor-able capital. — Max Haiven, Cultures of Financialization, 451