An Exploration of Technocapitalism: Influencer Culture and the Transformation of Commodities in the Digital Age

In the new age of digital capitalism and consumerism, how are Marxist ideas and analyses enriched by new commodity forms while simultaneously in need of rethinking? This thesis sets out to answer this question by interpreting Marx and other thinkers and thus to preserve any authenticity left in our age of techno-revolutionized late-stage capitalism. More particularly, my analysis of the new phenomenon of celebrity and influencer culture would serve as a pathway to explore how deeply our individualistic, capitalist mindsets have invaded our external and internal lives. The thesis, therefore, will explore how capitalism has transformed itself during the digital age, how this has affected consumers, and if any sort of conciliation or mediation can be made through critical analysis of these phenomena.