A new subjectivity in digital platform capitalism? Marginal notes on power and conflict in the time of algorithms

In this article, taking inspiration from three volumes recently published on the topic, it is argued that in the digital space of neoliberal capitalism a new subjective condition is emerging which can be defined as "algorithmic subjectivity". As many authoritative commentators have already highlighted, one of the fundamental characteristics of neoliberalism is in fact its "constructivist" quality. In contrast to the naturalism of classical liberalism, this 'model' is characterized by political initiatives aimed at producing not only the action of rulers, but also the individual conduct of the governed in line with the needs of the market (Dardot & Laval, 2009) . In the neoliberal project it is therefore not a question of freeing the market from government functions, but rather of orienting these functions towards the active construction of the fundamental conditions for its functioning. In other words, as has been stated countless times, it is not a question of governing the market but of governing for the market. Producing a subjectivity compliant with the new means of digital quality production then becomes an unavoidable challenge for the new post-pandemic neoliberal capitalism.