Neutralizing your politically aware subjectivity

A rather interesting capitalist reflection on Facebook by Rob Horning at The New Inquiry and why online activism never changes anything.

Thus, according to Read, a fundamental problem for capitalism is how to maintain a supply of workers who are (a) flexible, creative, and motivated at the same time they are (b) manageable, controllable, and predictable. That seems to explain social media’s underlying ideological function. Not only do social media provide a basis for neoliberal subjectivity, affording us hands-on experience of neoliberal prerogatives and pleasures: branding ourselves, proving our flexibility, maneuvering ourselves into less precarious places in always-reconfiguring networks, and so on; they also serve to contain that subjectivity and neutralize it.

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