The Quantified Self or the Marketized Self? How Data and the Drive to Optimize Lead to Neoliberal Performance Culture

We show how interest in “human enhancement” and “optimization” is rooted in a broader social phenomenon - the medicalization of life - and argue that the push to enhance and optimize human beings has a distinctively neoliberal character. Indeed, human enhancement and optimization practices reflect a growing tendency to apply market concepts and logic to individuals, who increasingly conceive of themselves as performative subjects. The Quantified Self is, we suggest, the Marketized Self. Moreover, the Quantified Self is not merely a symptom of the marketization of individuals but serves also to perpetuate that marketization: the Quantified Self threatens to become that concept which defines who the individual “really” is. We argue that this metaphysically weighty idea affects how we think about what is good for human beings.