Everything for Sale: Social Media and Neoliberal Subjectivity

With the dissolution of the old forms of power has come a new heteronomy: that of the screen. The individual is in stasis, caught between the old forms of control and the new, but unable to imagine a better, liberated future. What is responsible for this interregnum? The answer lies in analyzing these new forms of control, their effects on the subject, and the material, historical processes behind them. This paper looks specifically at social media and how it has come to limit autonomy and commodify human experience and personhood. Drawing from Theodor Adorno’s Theory of Pseudo Culture, it seeks to describe the ways in which social media both erodes and administers subjectivity. Culture, now subject to the economic imperatives of capitalism, no longer contributes to the development of individuality. By referencing Karl Marx’s Capital and C. Wright Mill’s “The Competitive Personality”, this paper describes how social media expands commercial imperatives outside of the bounds of the workplace and into everyday life. The paper concludes by drawing on Herbert Marcuse’s One Dimensional Man in order to describe how social media neutralizes oppositional sentiments. Even the seemingly spontaneous expressions of dissent found on social media become a conservative force, stymieing real world organization through the repressive desublimation of revolt. In addition to understanding the dominating effects of the screen, this paper seeks to map the contours of neoliberal subjectivity.