Web 2.0 technologies produce the neoliberal subject through self-regulation, not state coercion.

Evidence

This ideal subject appears in many locations. She is present in makeover shows like What Not to Wear and Queer Eye for the Straight Guy, which contrast an undesirable “before” with a consumer-friendly “after.” He can be seen in reality television, which presents individuals as products (celebrities) and normalizes corporate and government surveillance. And she is apparent in Web 2.0 technologies, which idealize and reward a particular persona: highly visible, entrepreneurial, and self-configured to be watched and consumed by others. These technologies make it possible for the neoliberal subject to come into being through individual self-regulation, rather than through top-down governance. — Alice E. Marwick, Status Update, 37

Categorization

• XREF: Connects to Foucault’s governmentality and the thesis that consumer technologies substitute for top-down governance — adjacent to readings on the media shaping the self rather than a pre-existing self. — connects to: Social media self-presentation is a technology of self-governance under neoliberal capitalism.; Web 2.0 technologies teach self-regulation along business ideals like public schooling did — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 34; Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 495 (+1 more)
• DEFINE: Defines the ‘neoliberal subject’ as the persona that media technologies idealize and bring into being.

Broader Connections

• Web 2.0 culture promotes a neoliberal identity that is constructible and improvable. #corroborates (0.90) — Alice E. Marwick, Status Update, 495
• Neoliberalism is a reprogramming of liberal governmentality, not a reaction to capitalist crisis #expands (0.75) — Wendy Brown, Undoing the Demos, 83